Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Iphone (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung)
Main Article Content
Abstract
Although the iPhone brand is not among the best-selling smartphones in Indonesia, iPhone sales are still the highest in the world. The purpose of this study is to analyze the influence of brand image, product quality, and price on the iPhone purchase decisions of students of Faculty of Economics, Bandar Lampung University. A total of 79 student respondents were used as the sample for this quantitative study. Methods used include multiple regression, coefficient of determination, hypothesis testing (t-test and F-test). The results show that brand image and product quality have a positive impact on purchase decisions, while price has a negative impact on iPhone smartphone purchase decisions. The F-test results show that brand image, product quality, and price together have a significant impact on purchasing decisions. These three variables have 58% predictive power in iPhone brand purchasing decisions, with other factors influencing the remaining factors.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Aprita Nur Maharani, R., & Ali Alam, I. (2022). Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Selama Pandemi Covid-19 Pada Kebab Salahuddin. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(4), 235–242. https://doi.org/10.54443/sibatik.v1i4.22
Lapian, M. D. J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai  Gerai Seluler Di It Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288–2297.
Lestari, B. L. S., & Septiani, E. (2021). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Iphone Pada Mahasiswa di Universitas Mataram. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 2(1), 11–18. https://doi.org/10.29303/alexandria.v2i1.26
Madyan, I. S., & Tiarawati, M. (2018). Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Pond’s Flawless White. BISMA (Bisnis Dan Manajemen), 6(2), 98. https://doi.org/10.26740/bisma.v6n2.p98-105
Mongisidi, S. J., Ekonomi, F., & Manajemen, J. (n.d.). PENGARUH LIFESTYLE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE ( STUDI KASUS MANADO TOWN SQUARE ) EFFECT OF LIFESTYLE AND PRICE ON THE DECISION OF PURCHASE OF NIKE SHOES ( CASE STUDY OF MANADO TOWN SQUARE ). 7(3).
Pradana, D., Hudayah, S., & Rahmawati, R. (2018). Pengaruh harga kualitas produk dan citra merek BRAND IMAGE terhadap keputusan pembelian motor. Kinerja, 14(1), 16. https://doi.org/10.29264/jkin.v14i1.2445
Rijadi, M. F., & Hidayat, I. (2019). Pengaruh Promosi, Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Vivo. Pengaruh Promosi, Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Vivo, 8(1), 1–21. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/779
Sari, D. P., & Nuvriasari, A. (2018). Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Merek Eiger (Kajian Pada Mahasiswa Universitas Mercu Buana Yogyakarta). Jurnal Penelitan Ekonomi Dan Bisnis, 3(2), 73–83. https://doi.org/10.33633/jpeb.v3i2.2298
Tanady, E. S., & Fuad, M. (2020). Analisis Pengaruh Citra Merek dan Kualitas layanan Terhadap Keputusan Pembelian Tokopedia di Jakarta. Manajemen Pemasaran, 9(021), 113–123.