PENGARUH KUALITAS PRODUK , CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE DI INDONESIA
Keywords:
Product Quality, Brand Image, Price, Purchase Decision, Iphone SmartphoneAbstract
This research is motivated by advances in smartphone technology in Indonesia, which have led to inter-brand competition. The iPhone smartphone brand has not yet become a market leader, ranking third after Samsung and Oppo. This study aims to examine the impact of product quality, brand image, and price on iPhone smartphone purchasing decisions in Indonesia, both partially and simultaneously. The study employed a quantitative approach. A total of 108 respondents were selected as the research sample. Data analysis techniques included instrument validity and reliability testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, and calculating the coefficient of determination (R²), all of which were processed using SPSS version 25.0. The data analysis results indicated that, in the partial test (t-test), product quality, brand image, and price had a positive and significant influence on purchasing decisions. The simultaneous test (F-test) showed a calculated F (20.969) > F-table (2.69) with a significance value of 0.000 < 0.05. Based on these results, it can be concluded that product quality, brand image, and price simultaneously have a positive and significant influence on purchasing decisions.
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