CONSUMER DECISION MODEL: PRICE PERCEPTION, PRODUCT QUALITY, BRAND IMAGE INFLUENCE DECISIONS TO PURCHASE  SMARTPHONE iPhone  IN INDONESIA

Authors

  • Muhammad Misbahul Munir Gunadarma University Author
  • Titi Nugraheni Gunadarma University Author
  • Misdiyono Gunadarma University Author

DOI:

https://doi.org/10.26877/2wedym69

Keywords:

Price Perception, Product Quality, Brand Image, Purchase Decision

Abstract

The purpose of this study is to analyze the factors that influence consumer purchasing decisions on iPhone Smartphone products in Indonesia. The data analysis method used is quantitative primary data. The data used in this study used a questionnaire instrument via Google Form from 100 respondents. The research data was processed using the SPSS Program application. The sampling method in this study was non-probability sampling with a purposive sampling technique. The results of the study indicate that price perceptions influence purchasing decisions on iPhone Smartphones in Indonesia, but product quality and brand image do not influence purchasing decisions on iPhone Smartphones in Indonesia.

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Published

2025-07-17

Issue

Vol. 8 No. 1 (2025): Vol 8 No 1 (2025)

Section

Articles

License

Copyright (c) 2025 STABILITY : Journal of Management and Business

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