Abstract
This study aims to determine whether there is an influence of brand image, product quality, and price perception on purchase decision of iPhone mobile phones. This research was conducted at the Faculty of Economics Students, State University of Gorontalo, the class of 2019. The population in this study were students of the Faculty of Economics, State University of Gorontalo, the class of 2019, who had or were using an iPhone mobile phones. The sample is determined by the purposive sampling method with a total of 44 respondents. Data collection process has done by providing a list of questions/statements to respondents about brand image, product quality, and price perception, on purchasing decisions. This study uses multiple linear regression analysis tools. Hypotheses are tested by T-test and F-test. The test results show that brand image, product quality, both partially and simultaneously have a positive and significant effect on purchasing decisions, while price perceptions have a negative and insignificant effect on decision to buy iphone mobile phones by the students of Faculty Of Economic, State University of Gorontalo, the class of 2019 Keywords: Brand Image, Product Quality, Price Perception, Purchasing Decisions DOI: 10.7176/JMCR/75-01 Publication date: January 31 st 2021
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