The Influence Of Product Quality, Price, And Brand On Smartphone Purchasing Decisions Of Students Majoring In Sharia Business Management FEBI UIN Mahmud Yunus Batusangkar

This study aims to determine the influence of product quality, price, and brand on students’ decisions to purchase smartphones. The research employed a descriptive quantitative method. The population consisted of students from the Sharia Business Management Study Program, with a sample size of 86 respondents. Data were collected using questionnaires and analyzed through multiple linear regression analysis. The results showed that partially, the brand variable did not have a significant effect on purchasing decisions. However, simultaneously, product quality, price, and brand had a significant influence on students’ decisions to purchase smartphones in the Sharia Business Management Study Program at FEBI UIN Mahmud Yunus Batusangkar. Based on the test R2 (coefficient of determination) obtained is 0.398 is interpreted that the influence of product quality, price and brand on smartphone purchasing decisions has 39.8% and 60.2% is influenced by other factors besides product quality, price and brand