Pengaruh Brand Trust Dan Product Quality Terhadap Keputusan Pembelian Iphone Di Kabupaten Jember

Laila, Nurul Hidayati (2026) Pengaruh Brand Trust Dan Product Quality Terhadap Keputusan Pembelian Iphone Di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to explain and analyze the influence of brand trust and product quality on iPhone purchase decisions in Jember Regency. This study uses a quantitative approach with a survey method. Data were collected through the distribution of questionnaires to respondents who use iPhone smartphones, with a sample size of 30 respondents determined using Roscoe formula and purposive sampling technique. The data analysis techniques used include validity test, reliability test, multiple linear regression analysis, and hypothesis testing with the help of SPSS program. The results of the analysis show that the brand trust variable has an insignificant effect on purchase decisions. Meanwhile, the product quality variable has a significant effect on purchase decisions. Simultaneously, brand trust and product quality have a significant effect on iPhone purchase decisions in Jember Regency.

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