PENGARUH HARGA CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MACBOOK APPLE (STUDI PADA MAHASISWA STIESA SURABAYA)

Abstract

This research aimed to find out the effect of price, brand image, and product quality on purchasing decisions of Macbook Apple (A Case Study at Students of STIESIA Surabaya). The population was students of STIESIA Surabaya who bought Macbook Apple. The research was associative-quantitative. Moreover, the data were primary with questionnaires as the instrument in the data collection technique. The data collection technique used probability sampling. In line with that, there were 100 respondents as the sample. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 22 version. Additionally, the instrument test used validity and reliability tests. The result concluded that both price and brand image had a positive and significant effect on purchasing decisions of Macbook Apple for students of STIESIA Surabaya. On the other hand, product quality had a positive but insignificant effect on purchasing decisions of Macbook Apple for students of STIESIA Surabaya.