PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE IPHONE

Abstract

The current tight business competition in the field of hand phone has made all companies conduct various ways to attract customers to their products. The terms to make companies to be success in this competition are to try to achieve their goals by creating and maintaining their customers. This research is aimed to find out the influence of brand image and price to the purchasing decision of Iphone hand phone to the students of STIESIA. The research data has been collected by using interview and issuing questionnaires which has been fulfilled by the 100 respondents. The data analysis has been conducted by using multiple linear and it has been found from the result of the t test that Brand image gives influence to the purchasing decision is 4.337 with its significance level is 0.000. Price gives significant influence to the purchasing decision is 3.169 with its significance level is 0.002, therefore Brand image gives dominant influence to the purchasing decision of Iphone to the students of STIESIA, therefore the truth of the hypothesis has been proven significant.
Keywords: brand image, price, purchasing decision