Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Iphone Pada Mahasiswa Politeknik Negeri Jember

Maulana, Ahmad Makruf (2025) Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Iphone Pada Mahasiswa Politeknik Negeri Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to determine the effect of brand image, price, and product quality on purchasing decisions for iPhone products The research method used was a questionnaire distributed to respondents. The sampling technique used was Proportionate Stratified Probability Sampling, with 55 respondents. The analysis method used in this research is multiple linear regression which is processed using SPSS Statistics 27 software. Based on the results of the analysis, it can be concluded that the variables of brand image (X1), price (X2), and product quality (X3) together have a significant influence on purchasing decisions (Y). As for partially, the brand image variable (X1) has a positive but insignificant effect on purchasing decisions, while the price variable (X2) and product quality (X3) show a positive and significant effect. Among the three variables, price (X2) is the most dominant factor in influencing purchasing decisions for iPhone products among Jember State Polytechnic students.

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