Maharani, Andini Ayu Debri (2023) Pengaruh Ekuitas Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Smartphone Iphone di Kota Malang. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine and analyze the simultaneous effect of brand equity,product quality, and price on the purchase decision of Iphone Smartphone in Malang city,then to determine and analyze the partial effect of brand equity, product quality, and priceon the purchase decision of Iphone Smartphone in the city Malang, and the last one is tofind out which brand equity, product quality, and price variables have the dominantinfluence and have the biggest contribution to the decision to purchase an IphoneSmartphone in the city of Malang. The variables of this study are Brand Equity, ProductQuality, Price as the independent variables, and Purchase Decision as the dependentvariable. This research is a quantitative research with data collection techniques using aquestionnaire method. The population in this study are people living in Malang who useand have bought an Iphone Smartphone. The sampling technique used purposive samplingand the number of samples taken was one hundred respondents. The validity test uses theCorrected Item Total Correlation method, while the reliability test uses Cronbach Alpha.The data analysis method used is the classical assumption test, multiple linear regressionanalysis, and the coefficient of determination. Test the hypothesis using the t test and f test. This study gives the result that Brand Equity, Product Quality, and Pricesimultaneously have a positive and significant effect on Purchasing Decisions as indicatedby the calculated f value which is greater than f table. Brand Equity, Product Quality, andPrice partially have a positive and significant effect on Purchase Decisions as indicated bythe t value of brand equity, product quality and price which is greater than t table. BrandEquity has a dominant effect on Purchase Decision which is indicated by the largest t value

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