PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA STIM YKPN YOGYAKARTA

Ita Evi, Widiastuti and Suparmono, Suparmono and MUhammad Manar, Barmawi (2020) PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA STIM YKPN YOGYAKARTA. Cakrawangsa Bisnis, 1 (1). pp. 115-125. ISSN 2721-3102

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Abstract

The purpose of this study was to examine the effect of product quality, brand image, and price, both individually and simultaneously, on the decision to purchase an iPhone smartphone on the students of STIM YKPN Yogyakarta. These three variables are one of the things that consumers are very concerned about in choosing a smartphone product and there are previous studies that indicate the level of significance of the three research variables on inconsistent purchasing decisions. The sample in this study was conducted on 95 students of STIM YKPN Yogyakarta with a purposive sampling method. Methods of data analysis were performed using the t test, multiple linear regression and coefficient of determination analysis. The results showed that product quality, price, and brand image had an effect, both partially and simultaneously, on purchasing decisions. 39.8% of the purchase decision variables are explained by these three variables and the remaining 60.2% is influenced by other factors.

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