PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE DI KABUPATEN BOJONEGORO

PUTRA, HAJAR ROHMADI KUSUMA (2023) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE DI KABUPATEN BOJONEGORO. Other thesis, IKIP PGRI BOJONEGORO.

Text FULL SCAN SKRIPSI HAJAR R. K. P. (19210016) PEN. EKONOMI_removed.pdf Download (956kB)

Abstract

Rohmadi Kusuma Putra, Hajar, 2023. Affecting the brand image of the iPhone smartphone Purchase Decision in Bojonegoro Regency, Economic Education Study Program, Faculty of Social Sciences Education, IKIP PGRI Bojonegoro, Supervisor (I) Ayis Crusma Fradani, S.Pd., M.Pd., (II) Ari Indriani, S. Pd., M. Pd. Keywords: Brand Image, iPhone Smartphone, Purchase Decision This study aims to determine the influence of brand image on the purchase decision of iPhone smartphones in Bojonegoro Regency. This study used a causal associative method with a quantitative approach. The population from this study is iPhone smartphone buyers in May – October 2022 in some of the largest stores in Bojonegoro Regency totaling 2418. The sampling technique used in the study, Purposive Sampling, was used to determine the sample and obtained as many as 42 respondents who were iPhone users in Bojonegoro Regency. Data collection techniques in this study used questionnaires. The results of this study show that there is a significant influence between brand image variables on purchasing decisions. This is evidenced by obtaining the calculated T value > T table (3,351 > 1.682) with a significance of < 0.05. It can be interpreted that H 0 is rejected and H1 is accepted. Then the brand image variable has a contribution of 21.9% to the consumer purchase decision variable. While the remaining 78.1% was influenced by other variables that were not studied in this study.

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