The Effect of Quality Product, Price Perception, and Promotion onVivo Smartphone Purchase Decisions: A Study at the Archa PhoneCounter in Bekasi

Melyani Melyani; Rahayu  Swastika; Reni  Widyastuti; Rizkiana Karmelia  Shaura; Eigis Yani  Pramularso; Desy Tri  Anggarini; Diana  Tambunan

doi:10.51903/jmi.v4i3.203

Authors

Melyani Melyani Management Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410 https://orcid.org/0000-0003-0299-7142
Rahayu Swastika System Information Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410 https://orcid.org/0009-0004-8433-6093
Reni Widyastuti System Information Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410 https://orcid.org/0000-0003-3744-8573
Rizkiana Karmelia Shaura Management Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410
Eigis Yani Pramularso Management Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410 https://orcid.org/0000-0002-5370-0110
Desy Tri Anggarini Management Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410 https://orcid.org/0000-0002-8951-8492
Diana Tambunan Management Faculty. University of Bina Sarana Informatika, Jakarta, Indonesia, 10410 https://orcid.org/0000-0002-4813-0619

DOI:

https://doi.org/10.51903/jmi.v4i3.203

Keywords:

Quality Product, Price Perceiption, Promotion, Purchase Decision

Abstract

This study investigates the influence of product quality, price perception, and promotion on Vivo
smartphone purchase decisions. A quantitative survey was administered to 100 consumers at the Archa
Phone Counter in Bekasi using purposive sampling. Multiple linear regression analysis revealed that
all three variables have a significant positive partial effect on the purchase decision. The model
explained 85% of the variance (Adjusted R² = 0.726), confirming their simultaneous influence. Product
quality was identified as the most dominant predictive factor, validating its critical role in consumer
choice.

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