<![CDATA[This research investigates the influence of brand image, price, and product quality on consumers' decisions to purchase mobile phones at Top Sell Stores in Sidoarjo. Employing a quantitative approach with a sample of 100 consumers, multiple linear regression analysis, coefficient of determination (R2), t-test, F-test, and classical assumption tests were conducted using SPSS statistical software version 22. The findings reveal that brand image, price, and product quality individually exert a significant impact on mobile phone purchase decisions. Moreover, when considered together, they collectively influence consumers' choices. This study contributes to a deeper understanding of the factors shaping mobile phone purchasing behavior, offering valuable insights for businesses and marketers in optimizing their strategies to appeal to consumers in similar retail contexts. Highlights: Consumer Preferences: Examining the impact of brand image, price, and product quality on consumer choices in mobile phone purchases. Quantitative Analysis: Utilizing multiple linear regression and statistical tests to evaluate the significance of these factors. Practical Insights: Providing valuable insights for businesses and marketers to enhance their strategies in similar retail settings. Keywords: Brand Image, Price, Product Quality, Mobile Phone Purchase Decisions, Consumer Behavior]]>
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