PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HP IPHONE

Abstract

This research aims to examine, analyze, and explain the influence of the product quality, price and brand image on the decision of HP iPhone purchase on the management students at STIESIA Surabaya. This type of research is categorized as research that is descriptive analysis by using quantitative approach. The samples of the research amounted to 100 respondents consisting of consumers who use the HP iPhone in STIESIA Surabaya taken using purposive sampling technique. Data collection using questionnaires. Methods of data analysis by using multiple linear analysis using SPSS application tools (Statistical Product and Service Solution). Instrument testing using validity test and reliability test. The results showed that product quality variables have a positive and significant influence on purchasing decisions, price variables have a positive and significant influence on purchasing decisions, and brand image variables have a positive and significant influence on purchasing decisions. The dominant variable to the purchase decision is the price variable.
Keywords: product quality, price, brand image and purchase decision