Purchase Decision Dipengaruhi Brand Image, Brand Awareness, dan Brand Loyalty Iphone 15

Abstract

The smartphone industry is experiencing rapid growth, offering various brands and models with technological innovations and advanced features. The most respected brand and occupying the top position is the iPhone 15. In this research, the researcher aims to analyze the purchase decision influenced by brand image, brand awareness, and brand loyalty. The research approach uses quantitative explanatory research. The study population is not known for certain and the sampling technique is purposive random sampling with the Malhotra formula so that the sample size is 100 respondents. Data analysis used multiple linear regression analysis and obtained results that brand image, brand awareness, and brand loyalty have a positive and significant effect on purchase decisions partially and simultaneously. This finding indicates that the company's efforts to build a strong brand image, increase brand awareness, and maintain brand loyalty can encourage the purchase decision of the iPhone 15.