PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN IPHONE (Studi Pada Mahasiswa di Surabaya)

Abstract

This study aims to find out the impact of the brand image, the quality of the product, and the price toward the iPhone purchasing decision for the university’s students in Surabaya. The population of this study is the iphone users who are the university’s students in Surabaya. The type of this study is quantitative research. The technique for collecting the samples is purposive sampling method with 100 respondents. The analysis applies multiple linear regression with SPSS program. This study applies validity and reliability to test the instruments.Based on the result of this study, it shows that the brand image variable gives positive and significant impact to the university student in Surabaya decision for purchasing iPhone, the quality of the product variable gives positive and significant impact to the university student in Surabaya decision for purchasing iPhone, and te price variable gives positive and significant impact to the university student in Surabaya decision for purchasing iPhone.
Keywords:the brand image , the quality of the product, and the price