Decision to Purchase an Iphone Mobile Phones Which Influenced by Brand Images, Product Quality, and Price Perception (A Case Study on Students of Faculty of Economic, State University of Gorontalo, The Class of 2019)

Endi Rahman Se ,Stanss L.h.v Joyce Lapian ,Agus Supandi Soegoto ,Willem J.f.a Tumbuan

doi:10.7176/jmcr/75-01

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

Highlights

Telecommunications technology is one of the potential business opportunities utilized by producers in competition
The intended consideration is the criteria determined by the researcher to determine the sampling, including the following criteria: a) Faculty of Economics students class of 2019. b) Aged 18 years and over. c) Students who have used or are using an iPhone mobile phones
The results of this study indicate that there is a partially positive and significant influence of brand image on iphone purchasing decisions based on the partial test results (t-count) the influence of brand image on purchase decisions obtained regression coefficients 0.135 and t-count (1.966)> t- table (1.683)

Summary

Introduction

Telecommunications technology is one of the potential business opportunities utilized by producers in competition. Smartphone industry in Indonesia is currently experiencing a rapid increase. There are several smartphone brands that compete in Indonesia today in other markets Samsung, Apple, Oppo, Vivo, Xiaomi, Advan, Lenovo, and many more. The broader smartphone market has caused intense competition among business competitors in the telecommunications sector. In the Indonesian market, there are many smartphone brands for sale, Apple is becoming one of the brands that is increasingly popular even though Apple's (iPhone) market share as one of the players in the upper class is said to be declining, while three competing Android vendors, namely Samsung, Huawei, and Oppo recorded an increase. In the third quarter of 2019, Huawei controlled the global smartphone market share by 17 percent so that it sat in second place after Samsung

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