<![CDATA[Purpose: This study aims to analyze the effects of product quality, price, product design, and influencers on consumers’ purchase decisions regarding Transsion smartphones. Design/methodology/approach: This study employed a quantitative approach using primary data collected through questionnaires. The sample was selected using a non-probability sampling technique, with a total of 220 respondents determined based on the sample size considerations proposed by Hair et al. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings: The results indicate that product quality does not significantly influence consumers’ purchase decisions regarding Transsion smartphones. In contrast, price has a positive and significant effect on purchase decisions. Product design also has a positive and significant effect on purchase decisions for Transsion smartphone brands, including Infinix, TECNO, and itel. Furthermore, influencers have a positive and significant effect on consumers’ purchase decisions. Research implications: The findings imply that Transsion should prioritize competitive pricing, attractive and functional product design, and effective influencer marketing strategies to strengthen consumers’ purchase decisions. Meanwhile, improvements in product quality should be accompanied by stronger efforts to communicate and demonstrate the value of such quality to consumers.]]>
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