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-, Anggellin -
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Journal : MDP Student Conference

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Pengaruh Bauran Promosi Terhadap Minat Beli Iphone Mahasiswa Universitas MDP Palembang -, Anggellin -; Megawati, Megawati
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15297

Abstract

The rapid development of technology has made smartphones, especially iPhone, a primary need and lifestyle for students. This study aims to determine the effect of the promotion mix on the buying interest of iPhone among students at MDP University Palembang. Using a quantitative associative method, data were collected from 328 respondents through purposive sampling. The results of the simple linear regression analysis show a constant value of 1.679 and a regression coefficient of 0.312. Hypothesis testing (t-test) resulted in a t-count of 6.124 > t-table 1.968 with a significance of 0.000, meaning the promotion mix significantly affects buying interest. The coefficient of determination (Adjusted R Square) is 0.699, indicating that the promotion mix contributes 69.9% to buying interest, while the remaining 30.1% is influenced by other variables. In conclusion, an effective promotion strategy is a key factor in increasing student interest in iPhone products.
Co-Authors Megawati -