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

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