PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE (STUDI PADA PENGGUNA IPHONE DI SUKABUMI)

This study aims to determine the effect of brand image, price, and product quality on purchasing decisions for iphone smartphones (study of iphone users in Sukabumi). This research is included in quantitative research using survey methods and this research is categorized into associative research. The sample in this study amounted to 100 respondents, the sampling method used non-probability sampling with purposive sampling technique and the types of data used were primary data and secondary data with data collection techniques using a questionnaire. Data analysis was processed using Statistical Product and Service Sulation (SPSS) software version 25, namely validity test, reliability test, and classic assumption test consisting of data normality test, multicollinearity test, and heteroscedasticity test with parametric statistical tests of multiple linear regression analysis. The results of the study show that brand image, price, and product quality simultaneously affect the purchase decision of an iphone smartphone in Sukabumi. Partially brand image, price and product quality have a positive and significant effect on purchasing decisions.

Keywords: Brand Image, Price and Product Quality, Purchase Decision