<![CDATA[Technological developments and increasing public demand for smartphones have led to fierce competition between brands, including Vivo, in various mobile phone stores. Aneka Cell, as a retailer selling various smartphone brands, has become an arena of competition that requires an understanding of the factors that influence consumer purchasing decisions. This study aims to analyse the influence of product quality, price, and brand equity on the decision to purchase Vivo mobile phones at Toko Aneka Cell in Padang City. This study uses a quantitative approach with primary data obtained through questionnaires administered to consumers who have purchased Vivo mobile phones. A sample of 80 respondents was determined using accidental sampling. The data were analysed using multiple linear regression with the help of SPSS version 22, preceded by validity, reliability, and classical assumption tests (normality, multicollinearity, and heteroscedasticity). The results showed that product quality and brand equity had a positive and significant effect on the decision to purchase Vivo mobile phones, while price had no significant effect on the purchase decision. The Adjusted R² value of 0.912 indicates that 91.2% of the variation in purchasing decisions can be explained by product quality, price, and brand equity, while the remaining 8.8% is influenced by other factors outside the model. Thus, it can be concluded that the decision to purchase Vivo mobile phones at Aneka Cell Store is more determined by consumers' perceptions of product quality and brand equity strength than by price considerations.]]>
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