Pengaruh Kualitas Produk, Brand Image, Harga, Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Iphone (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang Angkatan 2022)

Abstract

Abstract

The study aims to analyze the influence of product quality, brand image, price, and sales promotion on purchasing decisions of iPhone among students of the Faculty of Economics and Business, Universitas Islam Malang, Class of 2022. The research employed a quantitative approach using a survey method. The sampling technique used purposive sampling with a total of 85 respondents who had purchased or used an iPhone. Data were collected through questionnaires using a Likert scale and analyezd using multiple linear regression. The result indicate that product quality, brand image, price, and sales promotion simultaneously have a positive and significant effect and purchasing decisions. Partially, product quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and sales promotion has a positive and significant effect on purchasing decisions. These findings demonstrate that purchising decisions can be enhanced by maintaining high product quality, strengthening brand image, implementting appropriate pricing strategies, and conducting effective sales promotion programs. This study is expected to serve as a refrence for smartphone companies, particularly Apple, in developing marketing strategies to improve consumers’ purchasing decisions.

Keywords: Product Quality, Brand Image, Price, Sales Promotion, Purchasing Decision.