The Influence of Product Quality, Price, and Promotion on iPhone 15 Purchasing Decisions (A Study of Central Java College Students)
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Abstract
The rapid growth of smartphone usage, the high market potential of students, and the influence of price and promotion on premium product purchases. This study employed a quantitative approach through a field survey, involving 300 students selected using accidental sampling. Data were collected using Likert-scale questionnaires and analyzed with multiple linear regression. The study found that among the three variables examined, promotion had the strongest influence on iPhone 15 purchase decisions among college students in Central Java, followed by price, which was also significant, while product quality was not significant. Collectively, product quality, price, and promotion explained 72.9% of the variation in purchase decisions, indicating that a balanced marketing mix strategy is crucial for influencing consumer decisions.
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