PENGARUH PERSEPSI PRODUK DAN AKTIVITAS KOMUNIKASI WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN PRODUK XIAOMI PADA MAHASISWA ILMU KOMUNIKASI REGULER FISIP UNIVERSITAS SEBELAS MARET SURAKARTA

Abstrak

Xiaomi is one of the products vendor smartphone from china was rising celebrity. The use of
smartphone Xiaomi start much demanded by marked by the phenomenon smartphone other
brands switch to smartphone brand Xiaomi likely caused by persuasive communication word of
mouth and perception users of that product. With the owned smartphone Xiaomi able to attract
consumers. This research aims to prove a positive influence products perception and
communications activity of ‘word of mouth’ against the decision of the use of products among
students the regular science of communication sosial science faculty of Sebelas Maret university
surakarta. The kind of research is eksplanatory research and sample totaled 79 people. Obtained
the results of the analysis that the perception products and communication word of mouth
influential positive with significant high against the decision of the use of the product Xiaomi.
Key words: products perception, word of mouth communication, the decision of using xiaomi
products