PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION MELALUI PERCEIVED VALUE (Studi Pada Pengguna iPhone di Kota Surabaya)

Abstract

This research aims to find out and analyze the effect of brand image and product quality on the purchasing decisions through perceived value of the iPhone users. The study is causal-comparative with quantitative approach. Furthermore, the population consists of both new and old iPhone users in Surabaya. In line with that, 100 respondents were taken as samples. The data collection technique used purposive sampling, in which the sample was based on the determined criteria. Moreover, the data were self-report. The instrument in the data collection technique a questionnaire. The questionnaires were distributed to the respondents. In addition, the data analysis technique used PLS (Partial Least Square) with SmartPLS software 3.0 version. The result shows that brand image, product quality, and perceived value have a positive and significant effect on purchasing decisions. Likewise, both brand image and product quality have a positive and significant effect on purchasing decisions through perceived value. Similarly, product quality has a positive and significant effect on purchasing decisions through perceived value.