Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Smartphone Samsung: Studi Kasus di Kota Bekasi

As mobile phones become increasingly popular as a communication tool, consumer demand for them is increasing. Amidst the numerous choices available, increasingly discerning consumers tend to choose the products and services that best suit their needs. This study aims to determine the influence of price, brand image, and service quality on Samsung mobile phones.The sample selected was consumers who have purchased and used Samsung mobile phones in Bekasi City. Primary data was collected by distributing questionnaires to 100 respondents. The test instruments used were validity, reliability, classical assumption tests, multiple linear regression analysis, t-tests, f-tests, and coefficients of determination. The data were processed using SPSS v25 software. The results of this study indicate that price has a partial positive and significant effect on purchasing decisions, brand image has a partial positive but insignificant effect on purchasing decisions, and service quality has a partial positive and significant effect on purchasing decisions. Price, brand image, and service quality simultaneously have a positive and significant effect on purchasing decisions for Samsung mobile phones in Bekasi City.