SKRIPSI: Pengaruh Citra Merek, Harga, dan Iklan terhadap Keputusan Pembelian Hp Iphone di Jordan Corner Yogyakarta

Farah, martalatas (2022) SKRIPSI: Pengaruh Citra Merek, Harga, dan Iklan terhadap Keputusan Pembelian Hp Iphone di Jordan Corner Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The development of telecommunications technology in Indonesia is progressing very rapidly, this is shown by the increasing number of smartphone users. The many choices of brands and models of cellphones on the market will affect a person's attitude towards buying and using cellphones. The iPhone brand is one of the largest smartphone brands in Indonesia, always occupying the highest market share from year to year in Indonesia. This study aims to determine the Brand Image, Price and Advertising on the Decision to Purchase Iphone Cellphones at Jordan Corner Yogyakarta. This research method uses a quantitative approach. The population in this study are customers who have purchased an iphone smartphone at Jordan Corner Yogyakarta. The source of data used in this research is primary. The sampling technique used in this study is Nonprobability Sampling, more precisely the author uses the Purposive Sampling Technique with a total of 100 respondents. The data analysis method used in this research is the validity test, reliability test, classical assumption test, multiple linear regression analysis test, t test, F test, determination test (R2). The results of the t-test analysis of the Brand Image, Price and Advertising variables have a significant positive effect on the dependent variable, namely Purchase Decision, while the results of the Determination Test (R2) obtained the Adjusted R Square value (Coefficient of determination) of 0.668, which means the influence of the independent variable (X) on the dependent variable (Y) of 66.8%, while the remaining 33.2% Purchasing decisions are influenced by other variables that are not included in this study.

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