Abstract
This study aims to analyze the mobile phone price towards the decision to purchase Samsung mobile phone among STIE AAS Surakarta students and to analyze the quality of the Samsung mobile phone product against the decision to buy a Samsung mobile phone among STIE AAS Surakarta students. The populationS in this study were all consumers or users of Samsung mobile phones among STIE AAS students. The sample in this study was Samsung mobile phone users as many as 100 respondents. The results of this study indicate that the t test results are known to significantly influence the price variable purchasing decisions. The results of the F test together with the price variable (X1) and product quality (X2) have a joint effect on purchasing decisions. R2 analysis results obtained adjusted R square (R2) of 0.0627 means that variations in changes in purchasing decision variables can be explained by nutrient variables (X1) and product quality (X2) have a positive effect on purchasing decisions by 62.8%. While, the remaining Values Of 37.2% is explained by other variables outside the model.
 
 Keywords: Price, product quality, buying decision, mobile phone.
Highlights
Communication tools continue to innovate and along with its development communication tools in the form of mobile phones have become a primary need for the community
Mawston (2011) said Samsung's impressive growth was due to attractive cellphone designs, sophisticated features and the use of Android systems and extensive distribution networks globally
That what Samsung is doing is emulated by a leading cellphone manufacturer
Summary
Communication tools continue to innovate and along with its development communication tools in the form of mobile phones have become a primary need for the community. The public is more interested and uses mobile more than other communication devices, because of its practicality, it is easy to carry and can be used anytime when users need it. At this time the public demand for mobile phones has increased, this is an opportunity for mobile manufacturers to create new innovations in the manufacture of mobile phones that result. One of the respected cellphone manufacturers at this time is Samsung, because the South Korean company has managed to dominate the world mobile market share with the sophistication of the product. To understand the actions of consumer purchasing decisions, it must first be understood the nature of consumer involvement with products or services.
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