Pengaruh Citra Merek dan Negara Asal (Country Of Origin) Terhadap Keputusan Pembelian Hanphone Merk Iphone (Studi Pada Mahasiswa S1 Fakultas Ekonomi Universitas Islam Riau)

The purpose of this study was to determine and analyze whether the brand image and Country of Origin partially and simultaneously on the decision to purchase Iphone brand cellphones (Case Study of Undergraduate Students of the Faculty of Economics, Riau Islamic University). The population in this study were students of the Faculty of Economics, Riau Islamic University. And the sampling technique in this research is a survey, namely students who use the Iphone brand cellphone, amounting to 40 people. The data analysis technique in this study used SPSS 26. The results of this study indicate that the brand image and country of origin partially and simultaneously have a significant effect on purchasing decisions for Iphone brand cellphones (Case Study on Undergraduate Students of the Faculty of Economics, Riau Islamic University