Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang

Yumi Lestari ; Yulia Hamdaini Putri ; Aslamia Rosa
Journal Economic Excellence Ibnu Sina 📅 2025 Vol 3, No 2 🔗 DOI: 10.59841/excellence.v3i2.2804
Abstract
The research was conducted to examine the influence of the marketing mix (product, price, place, and promotion) on consumers' purchase intention of the iPhone 15 Pro Max in Palembang City. The research employed a quantitative approach with purposive sampling involving 200 respondents. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that all four elements of the marketing mix have a significant effect on purchase intention, both simultaneously and partially. Product and promotion emerged as the dominant factors influencing consumer decisions. This study provides important implications for Apple’s marketing strategies and for local business actors in the premium technology industry.
Keywords
Marketing Mix; Place; Price; Product; Promotion
How to Cite

Yumi Lestari, et al. (2025). Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang. Journal Economic Excellence Ibnu Sina, 3(2). https://doi.org/10.59841/excellence.v3i2.2804

Yumi Lestari; Yulia Hamdaini Putri; Aslamia Rosa, "Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang," Journal Economic Excellence Ibnu Sina, vol. 3, no. 2, 2025.

Yumi Lestari; Yulia Hamdaini Putri; Aslamia Rosa. "Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang." Journal Economic Excellence Ibnu Sina, vol. 3, no. 2, 2025.

Yumi Lestari; Yulia Hamdaini Putri; Aslamia Rosa. "Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang." Journal Economic Excellence Ibnu Sina 3, no. 2 (2025).

Yumi Lestari, et al. (2025) 'Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang', Journal Economic Excellence Ibnu Sina, 3(2). doi: 10.59841/excellence.v3i2.2804.

Yumi Lestari; Yulia Hamdaini Putri; Aslamia Rosa. Pengaruh Bauran Pemasaran terhadap Minat Beli pada Iphone 15 Pro Max di Kota Palembang. Journal Economic Excellence Ibnu Sina. 2025;3(2).

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