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Journal of Trends Economics and Accounting Research
Published by Forum Kerjasama Pendidikan TInggi
ISSN : -     EISSN : 27457710     DOI : https://doi.org/10.47065/jtear.v2i4.266
Core Subject : Economy,
Economics, Econometrics & Finance
Journal of Trends Economics & Accounting Research memuat artikel pada bidang Ekonomi, Akuntansi dan Manajemen. Namun tidak tertutup untuk menerima artikel pada bidang sejenis, seperti: 1. Auditing, 2. Financial Management, 3. Marketing Management, 4. Strategic Management, 5. Organizational Behavior, 6. Operations Management, 7. Change Management, 8. Management of Sharia, 9. Knowledge Management 10. Entrepreneurship, 11. E-Business, 12. Business Management, 13. Capital Market, 14. Risk Management, 15. Syariah banking, 16. Economics of Sharia, 17. Islamic Capital Market, 18. Financial accounting, 19. Managerial accounting, 20. Behavioral accounting, 21. Tax accounting, 22. Public Sector Accounting, and 23. Syariah accounting
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 411 Documents
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Analisis Pengaruh Harga, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian Smartphone Realis Harefa; K Emi Trimiati
Journal of Trends Economics and Accounting Research Vol 6 No 4 (2026): June 2026
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v6i4.2678

Abstract

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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