Causality Validation of Three Marketing Mix Components and Interest in Smartphone Purchase Decisions

Abstract

The field of technology has experienced phenomenal growth. Moreover, the evolution of cellphones has become a major draw for customers. The aim of this study is to validate the effect of marketing mix components and interest in purchasing decisions for Samsung brand smartphones in the Tambaksari District (Surabaya City). A total of 498 informants were recruited and interviewed for data collection on pricing, promotions, distributions, interests, and purchasing decisions at cellular kiosks and electronic stores. After the data were collected, they were analyzed using the multiple linear regression method. The model feasibility procedure concluded that all seven hypotheses were accepted (p<0.05). In the direct effect, any increase in price, promotion, distribution, and interest can increase purchasing decisions. From the indirect effect, it is evident that interest is a consistent mediator in increasing its influence on price, promotion, and distribution on purchasing decisions. The marketing channel applied by the seller influences consumer decisions through interest. This study’s approach should therefore be developed through constructive consumer attention.