Pengaruh Fitur Produk Terhadap Keputusan pembelian Handpone Merek Samsung (Studi Kasus pada Masyarakat Bengkalis)

This study aims to analyze the response to the influence of product features on purchasing decisions of Samsung brand mobile phones, a case study on the Bengkalis community. The type of research used is associative. The population in this study is the Bengkalis City community. The sampling technique used in this study is Nonprobability Sampling with Snowball Sampling technique, with a total of 100 respondents.
The data analysis method used is simple linear regression analysis. The results of respondents' responses about purchasing decisions for Samsung brand mobile phones are very high, with a total mean score of 4.24. The results of respondents' responses about the influence of Samsung brand product features in Bengkalis are very high, with a mean score of 4.17. The results of this study indicate that product features have a significant influence on purchasing decisions with a value of 16.115 > 1.984. The influence of product features on purchasing decisions for Samsung brand mobile phones is 72.6%, and the remaining 27.4% is influenced by other variables not examined in this study.