Nugraha, Ardiansyach Surya (2024) Pengaruh Brand Image, Harga dan Promosi terhadap Keputusan Pembelian Handphone Iphone (Studi pada Mahasiswa FEB Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to analyze the influence of Brand Image, Price and Promotionon Purchase Decisions for iPhones. The number of samples used was 97 respondents using non-probability sampling techniques. The data collection technique uses aquestionnaire, while the data analysis technique uses multiple linear analysis. The resultsof this research show that partially and simultaneously the variables Brand Image, Priceand Promotion have a significant influence on Purchasing Decisions with the variable having a dominant influence on Purchasing Decisions, namely the Brand Image variable.

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