<![CDATA[This study aims to examine the influence of price and brand image on mobile phone purchasing decisions among users in West Aceh Regency. A quantitative approach was employed, with data collected through questionnaires distributed to 270 respondents determined using the Isaac and Michael formula with a 10% margin of error and a multistage random sampling technique. Data were collected through direct distribution of questionnaires and, for the remainder, via Google Forms, targeting mobile phone users in West Aceh Regency. All data were processed and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. The results indicate that: (1) price has a positive and significant effect on mobile phone purchase decisions, with a T-statistic of 7.183 and a P-value of 0.000; (2) brand image also has a positive and significant effect on purchase decisions, with a T-statistic of 8.373 and a P-value of 0.000. Simultaneously, both variables explain 40.0% of the variance in purchase decisions (R² = 0.400). These findings confirm that consumer perceptions of competitive pricing and positive brand image are important factors in driving mobile phone purchase decisions in West Aceh Regency.]]>
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