Business cannot be separated from good service to make customer satisfaction. Thus, the objective of this study is to identify the effect of Service Quality, Social Influence, and social media, as well as Hedonic Value on Purchase Decision through Attitude and Purchase Intention on the Cinema XXI visitors of Big mall Samarinda. This study uses a quantitative approach using path analysis processed with SPSS and Structural Equation Modeling (SEM). The sample of 133 respondents was taken from society in Samarinda. The measurement scale uses a Likert scale with a score of 1 -5. This study also tested the validity and reliability test, then carried out a further test of estimation and structural fit model test. The results are shown that social media and Hedonic Value having a significant impact on attitude and social media. Moreover, Attitude has a significant

The purpose of this study is to analyze and prove the effect of Perceived Value on Purchase Intention on Xiaomi Mobile.The data were obtained from 145 Xiaomi mobile users in Indonesia. This research uses the sampling technique of Accidental Sampling. Data from respondents were tabulated and tested using statistical methods. Data has been tested for their level of validity and reliability. Results of the test instruments of the research questions were declared valid and reliable. Based on the results that have been done, it can be concluded that Perceived Value, country of origin, product quality, have a significant effect on Purchase Intention on Xioami Mobile. Meanwhile, price and product quality have no significant effect on purchase intention on Xiaomi Mobile. Perceived value has no significant impact on the purchase decision on Xiaomi mobile. Price, country of origin, and product quality have the significant impact on purchase decision on Xiaomi mobile.