Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Tahun 2021

The study aimed at analyzing the influence of brand image, price and product quality on the iPhone purchase. The population and sample of the study were students of Muhammadiyah University of Surakarta. The number of sample in this study was 100 respondents. The data source used was primary data. The technique of collecting data used was questionnaire. Data were analyzed by using SPSS 26. Result of the analysis of the study showed that brand image had no influence significantly on purchasing decision, price influenced significantly on the purchasing decision, and product quality influenced significantly on purchasing decision