Abstract
This study aims to analyze the effect of brand image and product quality on iPhone smartphone purchasing decisions among students at the University of Mataram. This type of research used in this research is associative with a quantitative approach. The sampling technique was determined by purposive sampling method with a total of 100 respondents. The data collection tools used a questionnaire and google form which had been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of this study indicate that: (1) There is a positive and significant influence of brand image variables on purchasing decisions, (2) There is a positive and significant influence on product quality variables on iPhone smartphone purchasing decisions among students at the University of Mataram
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.