Analysis of Product Quality, Price Perception, and Promotion on Samsung Smartphone Purchasing Decisions

Diyah Ayu Cahyaningrum; Joko Santoso

Authors

Dyah Ayu Cahyaningrum University Semarang Author
Joko Santoso University Semarang Author

Keywords:

Product Quality, Price Perception, Promotion, Purchasing Decisions, Samsung Smartphone, CM Mobile Mranggen Counter

Abstract

This study aims to find out and analyze the effect of product quality, price perception, and promotion on consumer buying decisions in the context of Samsung smartphones. The research was conducted at CM Mobile Mranggen counter. The study uses four variables: product quality, price perception, promotion, and buying decision. The population consists of all consumers who have ever bought a Samsung smartphone at CM Mobile Mranggen, with a sample size of 96 respondents. The sample was selected using non-probability sampling with purposive sampling technique. Data was collected through a questionnaire that had been tested for validity and reliability. The analysis method used in this study is multiple regression analysis, carried out using IBM SPSS 25. The results of this study show that product quality has a positive effect on buying decisions, price perception has a positive effect on buying decisions, and promotion also has a positive effect on buying decisions.

Downloads

Download data is not yet available.

References

1. Alireza Aghighi, M. F. (2015). Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior. International Journal of Economics and Management Sciences, 04 (04). https://doi.org/10.4172/2162-6359.1000243

2. Arslan, I. K. (2020). THE IMPORTANCE OF CREATING CUSTOMER LOYALTY IN ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE. Eurasian Journal of Business and Management, 8 (1), 11–20. https://doi.org/10.15604/ejbm.2020.08.01.002

3. Ayres, R. U., & Williams, E. (2004). The digital economy: Where do we stand? Technological Forecasting and Social Change, 71 (4), 315–339. https://doi.org/10.1016/j.techfore.2003.11.001

4. Cooper, R. G. (2011). Perspective: The Innovation Dilemma: How to Innovate When the Market Is Mature: HOW TO INNOVATE WHEN THE MARKET IS MATURE. Journal of Product Innovation Management, 28(s1), 2–27. https://doi.org/10.1111/j.1540-5885.2011.00858.x

5. Daga, R. & Andi Jenni Indriakati. (2022). Religiosity, Social and Psychological Factors on Purchase Decisions and Consumer Loyalty. Jurnal Manajemen, 26(3), 469–491. https://doi.org/10.24912/jm.v26i3.941

6. Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & Marketing, 27(2), 94–116. https://doi.org/10.1002/mar.20322

7. Ernest Grace, Rosita Manawari Girsang, Sudung Simatupang, Vivi Candra, & Novelyn Sidabutar. (2021). PRODUCT QUALITY AND CUSTOMER SATISFACTION AND THEIR EFFECT ON CONSUMER LOYALTY. International Journal of Social Science, 1(2), 69–78. https://doi.org/10.53625/ijss.v1i2.138

8. Ferry Cahaya, Y., Siswanti, I., Faculty of Economics and Business, Universitas Mercu Buana, Jakarta- Indonesia, Mihadi Putra, Y., Faculty of Economics and Business, Universitas Mercu Buana, Jakarta- Indonesia, Pattiwael, A. C., & Faculty of Economics and Business, Perbanas Institute, Jakarta-Indonesia. (2023). Contributions to Customer Satisfaction from Product Quality, Promotion and Price. JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES, 06(06). https://doi.org/10.47191/jefms/v6-i6-02

9. Golder, P. N., Mitra, D., & Moorman, C. (2012). What is Quality? An Integrative Framework of Processes and States. Journal of Marketing, 76(4), 1–23. https://doi.org/10.1509/jm.09.0416

10. Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356–364. https://doi.org/10.1002/cb.376

11. Hu, H.-H. (Sunny), Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: An empirical study. The Service Industries Journal, 29(2), 111–125. https://doi.org/10.1080/02642060802292932

12. Hurst, C. G. (2008). Sustainable telemarketing? A new theory of consumer behavior. Direct Marketing: An International Journal, 2(2), 111–124. https://doi.org/10.1108/17505930810881761

13. Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137–147. https://doi.org/10.1016/j.dss.2015.06.004

14. Kianpour, K., Jusoh, A., & Asghari, M. (2014). Environmentally friendly as a new dimension of product quality. International Journal of Quality & Reliability Management, 31(5), 547–565. https://doi.org/10.1108/IJQRM-06-2012-0079

15. Latief, F., & Murti, R. S. (2023). Factors Influencing Consumer Decisions to Purchase Hijab Products Online on Instagram Social Media. Advances in Business & Industrial Marketing Research, 1(2). https://doi.org/10.60079/abim.v1i2.90

16. Malc, D., Selinšek, A., Dlačić, J., & Milfelner, B. (2021). Exploring the emotional side of price fairness perceptions and its consequences. Economic Research-Ekonomska Istraživanja, 34(1), 1931–1948. https://doi.org/10.1080/1331677X.2020.1860790

17. Mallinson, K. (2015). Smartphone Revolution: Technology patenting and licensing fosters innovation, market entry, and exceptional growth. IEEE Consumer Electronics Magazine, 4(2), 60–66. https://doi.org/10.1109/MCE.2015.2392954

18. Martinčić, M., Vuković, D., & Hunjet, A. (2022). Consumer Responses to Selected Activities: Price Increases, Lack of Product Information and Numerical Way of Expressing Product Prices. Journal of Risk and Financial Management, 15(6), 255. https://doi.org/10.3390/jrfm15060255

19. Maulana, L. H. (2023). Determination of Social, Cultural, Personal, dnd Psychological Factors on Purchasing Decisions of SMEs Culiner Products. Technium Business and Management, 5, 88–94. https://doi.org/10.47577/business.v5i.10171

20. Mezafrie, H. M. & Supriyono. (2025). The Impact of Location and Price Perception on Customer Loyalty. Jurnal Economic Resource, 8(2), 1329–1337. https://doi.org/10.57178/jer.v8i2.1717

21. Mihailidis, P. (2014). A tethered generation: Exploring the role of mobile phones in the daily life of young people. Mobile Media & Communication, 2(1), 58–72. https://doi.org/10.1177/2050157913505558

22. Mukson, Zaman, M. B., & Ikhwan, S. (2021). Analysis of Influence of Product Quality and Price on Buyer’s Decision. Journal of Business and Behavioural Entrepreneurship, 5(1), 149–160. https://doi.org/10.21009/JOBBE.005.1.10

23. Onwuegbuzie, A. J., Johnson, R. B., & Collins, K. M. (2009). Call for mixed analysis: A philosophical framework for combining qualitative and quantitative approaches. International Journal of Multiple Research Approaches, 3(2), 114–139. https://doi.org/10.5172/mra.3.2.114

24. Regina, R., Rini, E. S., & Sembiring, B. K. F. (2021). The Effect of Online Customer Review and Promotion through E-Trust on the Purchase Decision of Bukalapakin Medan City. International Journal of Research and Review, 8(8), 236–243. https://doi.org/10.52403/ijrr.20210833

25. Rowley, J. (1998). Promotion and marketing communications in the information marketplace. Library Review, 47(8), 383–387. https://doi.org/10.1108/00242539810239543

26. Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 1077–1084. https://doi.org/10.5267/j.msl.2019.11.001

27. Sen, A. K., & Srivastava, M. S. (2000). Regression analysis: Theory, methods, and applications (Nachdr.). Springer.

28. Sepehrian, A. H., Mirzazadeh, Z. S., & Aghaei Shahri, M. S. (2023). Effect of price transparency on the perception of fair price and satisfaction with the purchase of sports products. Journal of Revenue and Pricing Management, 22(5), 327–337. https://doi.org/10.1057/s41272-022-00391-w

29. Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001

30. Susipta, I. N., Purnomo, J., & Pakaja, F. (2025). Analysis of the Influence of Risk Perception, Customer Testimonials and Shopping Experience on COD Purchase Decisions on the Shopee Platform. International Journal of Economics and Business, 1(2), 60–68.

31. Thalib, R. R., Machmud, R., & Isa, R. A. (2025a). The Effect of Price, Promotion and E-Service Through The McDonald’s Application On Consumer Buying Interest. International Journal of Multidisciplinary Applied and Science Research, 01(03), 115–124.

32. Toha, M., & Supriyanto, S. (2023). Factors Influencing The Consumer Research Process: Market Target, Purchasing Behavior and Market Demand (Literature Review Of Consumer Behavior). Danadyaksa: Post Modern Economy Journal, 1(1), 1–17. https://doi.org/10.69965/danadyaksa.v1i1.5

33. Veliyath, R., & Fitzgerald, E. (2000). FIRM CAPABILITIES, BUSINESS STRATEGIES, CUSTOMER PREFERENCES, AND HYPERCOMPETITIVE ARENAS: THE SUSTAINABILITY OF COMPETITIVE ADVANTAGES WITH IMPLICATIONS FOR FIRM COMPETITIVENESS. Competitiveness Review: An International Business Journal, 10(1), 56–82. https://doi.org/10.1108/eb046389

34. Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177. https://doi.org/10.1504/IJSEM.2019.100944

35. Widodo, W. B., & Pakaja, F. (2025). Analysis of the Influence of Trust, Security and E-Service on Purchasing Decisions for Climbing Tickets Through The Tiket Pendakian Application. International Journal of Economics and Business, 1(3), 134–140