PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK GADGET IPHONE (STUDI PADA MAHASISWA DI SURABAYA)

Abstract

This research aimed to determine the effect of Brand Image, product quality, and price on the purchasing decisions of iPhone gadgets. Furthermore, the population was all students in Surabaya who had used iPhones. In line with that, there were 98 respondents as the sample. The data collection technique used probability sampling, with simple random sampling as a sampling technique. Moreover, the data analysis technique used multiple linear regression with the SPSS (Statistical Product and Service Solution) 26 version. The result showed that both Brand Image and product quality had a positive and significant effect on the purchasing decisions decision of iPhone gadgets. It meant, having a good image and better product quality would increase customers’ satisfaction and their purchasing decisions. However, the price had a positive but insignificant effect on the purchasing decisions of iPhone gadgets. In other words, the incline of product price would raise consumers’ purchasing decisions but insignificant.