Open AccessInfluence of Marketing Mix on iPhone 6 Series Smartphone Purchase Decision
Author(s) -
I Made Adnyana,
Imelia Dinhar
Publication year - 2021
Publication title -
focus
Language(s) - English
Resource type - Journals
ISSN - 2798-2181
DOI - 10.37010/fcs.v2i1.284
Subject(s) - purchasing , purchasing decision , marketing , business , sample (material) , order (exchange) , regression analysis , marketing mix , data collection , advertising , statistics , mathematics , chemistry , finance , chromatography
The purpose of this study was to analyze the effect of the marketing mix on purchasing decisions for the iPhone 6 Series smartphone. The research sample of 205 people was selected by the convenience sampling method. Data collection used questionnaires and multiple regression analysis was used as an analysis technique. The results of the study prove that products and promotions have a positive and significant effect on purchasing decisions. Meanwhile, price and place have no effect on purchasing decisions. The results of this study have implications for products, places, prices, and promotions that need to be improved in order to improve purchasing decisions.