Pengaruh Citra Merek Terhadap Keputusan Pembelian Smartphone Iphone pada Mahasiswa Fakultas Ekonomi Universitas Batanghari

Abstract

The reason researchers chose the brand image against the decision to buy an iPhone smartphone in students of the Faculty of Economics, Batanghari University. To find out the brand image influences the decision to buy iPhone smartphones in students of the Faculty of Economics, Batanghari University, 2. To find out the influence of brand image on the decision to buy iPhone smartphones on students of the Faculty of Economics, Batanghari University. This study is descriptive to test hypotheses, this study sample is a student of the Faculty of Economics, Batanghari University which numbered 95 respondents by spreading questionnaires collection techniques using questions. Apple inc. It is a multinational corporation based in Silicon Valley, Cupertino, California and engaged in the design, development, and sale of goods that include consumer electronics, computer software, and personal computers. Apple Inc. It was founded on April 1, 1976 and was incorporated into Apple Computer, Inc. On January 3, 1977. On January 9, 2007, the word "computer" was removed to reflect Apple's focus on consumer electronics after the launch of the iPhone. SPSS Results equation Y= 1.190 + 0,607 X from this equation, it can be said that brand image variabel can be used as aa tool to predict purchasing decisions smartphone iPhone. The influence brand image on purchasing decision smartphone iPhone is 0,607. The relationship between variable brand image on the purchasing decision of smartphone iPhone the strong relationship has an effect on the strength of the influence between the two variables which can be seen from the correlation coefficients of 0,969 This model is able to explain 0,940 based on purchasing decision variables while 6% explained of this study is that the overall influence brand image on purchasing decisions is very good based on the hypothesis it is a positive known that there is relationship between brand image and purchasing decisions.