ANALYSIS OF THE ROLE OF BRAND IMAGE, PRODUCT QUALITY, AND PROMOTION ON PURCHASE DECISIONS FOR IPHONE USERS AMONG STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS AT WAHID HASYIM UNIVERSITY SEMARANG

Abstract

This research examines the influence of brand image, product quality, and promotion on the purchasing decision of iPhones among students of the Faculty of Economics and Business at Wahid Hasyim University Semarang. The survey was conducted on 30 respondents who met the criteria as iPhone users, active students of the Faculty of Economics and Business at Wahid Hasyim University Semarang, and aged over 18 years. This research is quantitative in nature, with a positivist approach, and data analysis using multiple linear regression. The results show that brand image, product quality, and promotion significantly influence purchasing decisions. Brand image has a t-value of -3.067 (significance 0.005), product quality of 6.267 (significance 0.000), and promotion of 5.919 (significance 0.000). Overall, these variables have an F-value of 68.092 (significance 0.000) with an R Square value of 0.887, indicating that 88.7% of the variation in purchase decisions is explained by these factors. The remaining variation is caused by factors beyond the scope of this study.