PENGARUH HARGA, ASSOSIASI MEREK, DAN PERSPEKTIF KUALITAS TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE (STUDI KASUS DI KOTA SUKABUMI)

The purpose of this study was to determine the influence of price, brand association, and quality perspective on purchase decisions of iPhone brand smartphones with a case study of consumers in Sukabumi. The sample in this study amounted to 100 respondents obtained from purposive sampling criteria. The method in this study used a questionnaire distribution method via online google form. The type of research used is descriptive research with a quantitative approach. Data analysis was processed using Statistical Package for the Social Science (SPSS) Software version 25, namely validity test, reliability test, classical assumption test, and multiple linear regression test. The results of this study indicate that partially price does not have a significant effect on purchasing decisions with a calculated t value of -0.431 <t table 1.984. The significance value obtained is 0.668 > 0.05. Partially, brand association has a significant effect on purchasing decisions with a calculated t value of 5.086 > t table 1.984. The significance value obtained is 0.000 < 0.05. Partially, quality perspective has a significant effect on purchasing decisions with a calculated t value of 4.445 > t table 1.984. The significance value obtained is 0.000 < 0.05. Simultaneously, price, brand association, and quality perspective have a significant effect on purchasing decisions with a calculated f value of 151.278 > f table 2.70, the significance value obtained is 0.000 < 0.05.
Keywords: Price, Brand Association, Quality Perspective, Purchase Decision