Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Smartphone IPhone pada Mahasiswa STIE Tri Bhakti Kota Bekasi

Yuniar, Irene (2025) Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Smartphone IPhone pada Mahasiswa STIE Tri Bhakti Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The contradiction between students' financial capabilities and their decision to purchase premium products such as iPhones shows that there are strong psychological and perceptual factors at play. The exclusive image of the iPhone brand continues to attract students, even though iPhones are relatively expensive and the majority of STIE Tri Bhakti students have limited income from their parents and scholarships. There is inconsistency in the quality of iPhone products, both due to battery power decline after iOS updates and consumer doubts about the quality of refurbished iPhone products. The purpose of this study is to determine the influence of brand image, price perception, and product quality on the decision to purchase iPhone smartphones among STIE Tri Bhakti students in Bekasi City. This study uses a quantitative research method. The sampling technique uses purposive sampling. The criteria for selecting respondents were that they had used and were active users of iPhone smartphones. SPSS version 26 software supported this study and provided the research results. The results of this study determined that 1. Brand image partially has a positive and significant effect on purchasing decisions, with a t-value of 8.164 > t-table 1.664 at a significance level of t 0.000 < 0.005, so hypothesis one is accepted. 2. Price perception partially has a positive and significant effect on purchasing decisions, with a t-value of 3.214 > t-table 1.664 and a significance level of t 0.002 < 0.005, thus accepting hypothesis two. 3. Product quality partially has a positive and significant effect on purchasing decisions, with a t-value of 6.721 > t-table 1.664 and a significance level of t 0.000 < 0.005, thus accepting hypothesis three. 4. Brand image, price perception, and product quality simultaneously have a positive and significant effect on purchasing decisions, with a calculated f-value of 134.855 > table f-value of 2.72 and a significance level of f 0.000 < 0.05, thus accepting the fourth hypothesis. The coefficient of determination (R²) has an R-square value of 0.829, or 82.9%, which means that the independent variables, namely brand image, price perception, and product quality, can explain 82.9% of the purchase decision, while the remaining 17.1% is explained by other variables not described in this study, such as lifestyle, trends, and product design.

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