The Influence of Price, Promotion, and Product Quality on the Purchase Decision of Samsung Mobile Phones Among Students of Labuhanbatu University

Dian Lestari; Ade Parlaungan Nasution; Muhammad Yasir Arafat Pohan

doi:10.37531/amar.v6i1.3665

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Abstract

The purpose of this research is to examine how students at Universitas Labuhanbatu make judgements about which Samsung smartphones to buy based on factors such as price, promotion, and product quality. One hundred people filled out the survey, and the results were analysed quantitatively using multiple linear regression. According to the t-test, there is a positive and statistically significant effect of price (8.819; 0.000). There is a beneficial effect of promotion (9.066; 0.000). The most important factor is the quality of the product (12.171; 0.000). The concurrently substantial influence is confirmed by the F-test result (66.076; 0.000). The independent factors account for 67.4% of the variance in purchase decisions, according to the R² value of 0.674.

Keywords

Price Promotion Product quality Purchase decision Samsung

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Lestari, D., Nasution, A. P., & Pohan, M. Y. A. (2026). The Influence of Price, Promotion, and Product Quality on the Purchase Decision of Samsung Mobile Phones Among Students of Labuhanbatu University. Amkop Management Accounting Review (AMAR), 6(1), 874–882. https://doi.org/10.37531/amar.v6i1.3665

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References

Aditi, B., Pohan, M., Arjuna, S., Atmaja, E., & Cen, S. (2025). Strategi Manajemen Teori dan Praktik (1st ed.). CV. Tungga Esti.
Ainah, N. (2025). PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, PROMOSI DAN HARGA, TERHADAP KEPUTUSAN PEMBELIAN DI TOKO SHAFA COSMETICS AMUNTAI. 1, 20–32.
Apriliansyah, R., & Putriwarganegara, T. L. (2024). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Pada Donat Jeko di Kotabumi. Jurnal EMT KITA, 8(3), 1215–1229. https://doi.org/10.35870/emt.v8i3.2951
Astuti, Y. R., & Saragih, N. M. (2023). PENGARUH HARGA , PROMOSI , DAN FITUR PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA MOTOR SUZUKI. JEBIDI (JURNAL EKONOMI BISNIS DIGITAL), 2(1), 42–50. https://doi.org/doi.org/jebidi.v2n1.2023
Daeng, I. T. M., Mewengkang, N. ., & Kaleresan, E. R. (2017). Penggunaan Smartphone Dalam Menunjang Aktivitas Perkuliahan Oleh Mahasiswa Fispol Unsrat Manado. VI(1), 1–15.
Ghazali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 Edisi 8. In Badan Penerbit Undip: Semarang.
Ismiatun, D., Budiatmo, A., & Prihatini, A. E. (2022). PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Hangiri Banyumanik Semarang). 11(4), 764–773.
Kumrotin, E. L., & Susanti, A. (2021). Pengaruh Kualitas Produk, Harga, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Cafe Ko.We.Cok Di Solo. J-MIND (Jurnal Manajemen Indonesia), 6(1), 1. https://doi.org/10.29103/j-mind.v6i1.4870
Melia, Y., & Labuhanbatu, U. (2023). THE INFLUENCE OF THE MARKETING MIX ON THE DECISION TO PURCHASE AQUA BRAND BOTTLED. 1(1), 43–50.
Pohan, M. Y. A. (2022). The Influence of Product Quality on Positive Word-of-mouth Communication, Case Study at Kedai Wak Edoy Malang. Quantitative Economics and Management Studies, 3(2 SE-Articles), 282–290. https://doi.org/10.35877/454RI.qems921
Rachman, R., Fitrianty, R., & Rahayu, S. (2022). Pengaruh Kompetensi, Kompensasi, dan Motivasi Kerja Terhadap Kinerja Karyawanpada PT. Agnes Sugi Makmur Sidoarjo. Jurnal Pendidikan Dan Konseling, 4(4), 2239–2249.
Rahmad. (2022). DAMPAK PENGGUNAAN SMARTPHONE TERHADAP. VI(November), 154–160.
Ramadani, A., Ali, N., & Farhan, A. (2025). The Influence of Promotion Strategy , Product Quality , and Price on Consumer Purchase Decisions Amidst Competition in the Fast Food Industry in Pekanbaru. Anshara Business Review, 2(1), 10–17.
Sadewa, P. A., Wahyono, B., & Novianto, A. S. (2023). Pengaruh Kualitas Produk, Inovasi Produk, Dan Gratis Ongkir Terhadap Keputusan Pembelian Produk Macaronicuk Studi Kasus Reseller Macaronicuk Provinsi Jawa Timur. Jurnal Riset Manajemen, 12(02), 1564–1572. https://doi.org/12. 1564-1572

References

Aditi, B., Pohan, M., Arjuna, S., Atmaja, E., & Cen, S. (2025). Strategi Manajemen Teori dan Praktik (1st ed.). CV. Tungga Esti.

Ainah, N. (2025). PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, PROMOSI DAN HARGA, TERHADAP KEPUTUSAN PEMBELIAN DI TOKO SHAFA COSMETICS AMUNTAI. 1, 20–32.

Apriliansyah, R., & Putriwarganegara, T. L. (2024). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Pada Donat Jeko di Kotabumi. Jurnal EMT KITA, 8(3), 1215–1229. https://doi.org/10.35870/emt.v8i3.2951

Astuti, Y. R., & Saragih, N. M. (2023). PENGARUH HARGA , PROMOSI , DAN FITUR PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA MOTOR SUZUKI. JEBIDI (JURNAL EKONOMI BISNIS DIGITAL), 2(1), 42–50. https://doi.org/doi.org/jebidi.v2n1.2023

Daeng, I. T. M., Mewengkang, N. ., & Kaleresan, E. R. (2017). Penggunaan Smartphone Dalam Menunjang Aktivitas Perkuliahan Oleh Mahasiswa Fispol Unsrat Manado. VI(1), 1–15.

Ghazali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 Edisi 8. In Badan Penerbit Undip: Semarang.

Ismiatun, D., Budiatmo, A., & Prihatini, A. E. (2022). PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Hangiri Banyumanik Semarang). 11(4), 764–773.

Kumrotin, E. L., & Susanti, A. (2021). Pengaruh Kualitas Produk, Harga, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Cafe Ko.We.Cok Di Solo. J-MIND (Jurnal Manajemen Indonesia), 6(1), 1. https://doi.org/10.29103/j-mind.v6i1.4870

Melia, Y., & Labuhanbatu, U. (2023). THE INFLUENCE OF THE MARKETING MIX ON THE DECISION TO PURCHASE AQUA BRAND BOTTLED. 1(1), 43–50.

Pohan, M. Y. A. (2022). The Influence of Product Quality on Positive Word-of-mouth Communication, Case Study at Kedai Wak Edoy Malang. Quantitative Economics and Management Studies, 3(2 SE-Articles), 282–290. https://doi.org/10.35877/454RI.qems921

Rachman, R., Fitrianty, R., & Rahayu, S. (2022). Pengaruh Kompetensi, Kompensasi, dan Motivasi Kerja Terhadap Kinerja Karyawanpada PT. Agnes Sugi Makmur Sidoarjo. Jurnal Pendidikan Dan Konseling, 4(4), 2239–2249.

Rahmad. (2022). DAMPAK PENGGUNAAN SMARTPHONE TERHADAP. VI(November), 154–160.

Ramadani, A., Ali, N., & Farhan, A. (2025). The Influence of Promotion Strategy , Product Quality , and Price on Consumer Purchase Decisions Amidst Competition in the Fast Food Industry in Pekanbaru. Anshara Business Review, 2(1), 10–17.

Sadewa, P. A., Wahyono, B., & Novianto, A. S. (2023). Pengaruh Kualitas Produk, Inovasi Produk, Dan Gratis Ongkir Terhadap Keputusan Pembelian Produk Macaronicuk Studi Kasus Reseller Macaronicuk Provinsi Jawa Timur. Jurnal Riset Manajemen, 12(02), 1564–1572. https://doi.org/12. 1564-1572

The Influence of Price, Promotion, and Product Quality on the Purchase Decision of Samsung Mobile Phones Among Students of Labuhanbatu University

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