PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE (STUDI PADA MAHASISWA JURUSAN MANAJEMEN UNIVERSITAS HALU OLEO)

Abstrak

This study aims; (1) To determine and analyze the effect of brand image and product quality on purchasing decisions for iPhone smartphone products for students of the Management Department at Halu Oleo University. (2) To determine and analyze the effect of brand image on purchasing decisions for iPhone smartphone products for students of the Management Department of Halu Oleo University. (3) To determine and analyze the effect of product quality on purchasing decisions for iPhone smartphone products for students of the Management Department of Halu Oleo University. The population in this study were students of the Halu Oleo University Management Department who used an unknown number of iPhones. Respondents taken in this study amounted to 75 people. The data collection method used in this study was a questionnaire. This study uses multiple linear regression analysis. The results of this study indicate that; (1) Brand Image and Product quality together have a positive and significant effect on Purchasing Decisions for iPhone Smartphone products for Students of the Management Department of Halu Oleo University; (2) Brand Image has a positive and significant effect on Purchasing Decisions for iPhone Smartphone products for Students of the Management Department of Halu Oleo University; (3) Product Quality has a positive and significant effect on Purchasing Decisions for iPhone Smartphone products for Students of the Management Department of Halu Oleo University.

Kata kunci

• Brand Image
• Product Quality
• purchase decision