PENGARUH CITRA MEREK KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MASYARAKAT SURABAYA

Abstract

This research aimed to examine the influence effect of brand image, product quality, and price on purchasing decisions of iPhone in Surabaya citizens. The research was quantitative. Moreover, the population is was Surabaya citizens. Furthermore, the data collection technique used non-probability sampling. In line with that, there were 97 respondents as the sample. Additionally, the instrument of the data collection technique used questionnaires. The questionnaires were distributed to the respondents. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 20. The result of the classical assumption test research were carried out throught normality test, multicollinearity test and heteroscedasticity test which showed that all variables did not violate the established rules. The result hypothesis test concluded that brand image had a positive and significant effect on purchasing decisions of iPhone in Surabaya citizens. Likewise, product quality had a positive and significant effect on purchasing decisions of iPhone in Surabaya citizens. On the other hand, the price had an insignificant effect on purchasing decisions of iPhone in Surabaya citizens.