<![CDATA[Amidst the low market share of Itel smartphones in Indonesia, which only reaches 0.5%, understanding the various factors that influence consumer behavior is crucial. Purchasing decisions are an indicator of success for companies in attracting consumer interest in using their products when competition in the market is very competitive. This study aims to examine the influence of price, product quality, and promotion on the decision to purchase Itel smartphones in Semarang City. The research method uses a quantitative approach with a sample of 100 respondents, the number of which was taken using a purposive sampling technique. Data analysis in practice uses multiple linear regression using SPSS version 23. The research findings indicate that the price variable has a positive and significant influence on purchase decisions, with a regression coefficient of 0.397 and a significance value of 0.000. The product quality variable also has a positive and significant influence, with a regression coefficient of 0.418 and a significance value of 0.000. Conversely, the promotion variable does not have a significant influence on purchase decisions, with a significance value of 0.136 (p > 0.05). Simultaneously, the test results show an Adjusted R Square value of 0.620, indicating that 62% of purchase decisions are influenced by price, product quality, and promotion, while the remaining 38% are influenced by other variables outside this research model. This research contributes significantly by providing strategic insights for Itel Mobile management in evaluating entry-level pricing structures and adjusting product quality metrics to effectively capture a larger market share in highly contested markets.]]>
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