Pengaruh Harga, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Merek Apple (Iphone) di Yogyakarta

Azalia, Widya Sari (2021) Pengaruh Harga, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Merek Apple (Iphone) di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of price, brand image and product quality on purchasing decisions for Apple Smartphones (iPhone) in Yogyakarta. The data collection technique in this research is through distributing questionnaires using Google Form. The population in this study are consumers who use the Apple brand iPhone Smartphone in Yogyakarta. Samples taken as many as 100 respondents were determined using purposive sampling technique. The results showed that the price had a positive and significant effect on the purchase decision of the Apple smartphone (iPhone) in Yogyakarta. The result of the regression coefficient was +0.285 and a significance value of 0.047. Brand image has a positive and significant effect on the purchase decision of the Apple brand Smartphone (iPhone) in Yogyakarta. The result of the regression coefficient is +0.753 and a significance value of 0.000. While product quality does not have a significant effect and the direction of the positive relationship to the purchase decision of the Apple brand Smartphone (iPhone) in Yogyakarta is the result of a significance value of 0.286 and a regression coefficient of +0.148.

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