Suntokaouw, Evanoz Prince (2024) Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Smartphone Merek Samsung (Studi di Kecamatan Lowokwaru Kota Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to analyze the influence of product quality, price and promotion on purchasing decisions for Samsung brand smartphones. Data was collected through asurvey of consumers who have used or are interested in buying a Samsung smartphone. The analytical method used is multiple linear regression.
The research results show that product quality, price and promotion significantly influence the decision to purchase a Samsung brand smartphone. Product quality has asignificant influence on purchasing decisions for Samsung brand smartphones. This means that with better product quality, the decision to purchase a Samsung brand smartphone will also increase. Price influences the decision to purchase a Samsung brand smartphone. This means that as prices become more affordable, purchasing decisions will increase. Promotions have a significant influence on purchasing decisions for Samsung brand smartphones. This means that with better promotional activities, purchasing decisions forSamsung brand smartphones will increase. This means that with better product quality, affordable prices and better promotional activities, purchasing decisions for Samsung brand smartphones will increase. Product quality is the main factor influencing purchasing decisions, followed by price and promotion. This shows that consumers tend to considerthe quality of the products offered by Samsung because the regression coefficient (standardized coefficient beta) on this variable has the largest value compared to the priceand promotion variables. From these results, consumers choose to buy this brand of smartphone.
The practical implication of this research is that it is important for Samsung to continue to improve the quality of its products in order to maintain and increase market share. Apart from that, appropriate pricing strategies and effective promotions are also needed to influence consumer purchasing decisions. This research can be a guide for companies in designing effective marketing strategies for Samsung brand smartphone products.

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