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Library's collection Library's IT development CancelSamsung smartphone has been dominating the market share of the
smartphone vendors that penetrates Indonesian market. The data proves that
Samsung has been consistently becoming the' major market share holder off
android-based smartphone vendors for the past 3 years. Samsung has variety of
smartphone products with the price that is affordable to its respective targeted
income levels depending on the product quality needed and wanted for
Indonesian customers. Considering Xiaomi, proves its capability to compete
against Samsung through its intense marketing, product quality and pricing
strategy, this is an interesting fact to be analyzed. The study is to analyze
whether marketing communications mix, price, product quality and brand image
are the reason behind Samsung smartphone purchase decision in Surabaya. The
sampling method is using probability sampling method. The data gathered from
91 respondents in Surabaya who has ever bought and used Samsung smartphone
for their personal daily use and analyzed using Binary Logistic Analysis
Regression. The result of the study shows that brand image and product quality
holds the most significant impact on Samsung smartphone purchase decision in
Surabaya.