Pengaruh Harga dan Brand Image terhadap Keputusan Pembelian Smartphone Iphone (pada Mahasiswa STIE Nobel Indonesia Makassar)

Anis Melansari. 2019. The Effects of Price and Brand Image toward iPhone Smartphone Purchasing Decisions (A Case Study on Student at STIE Nobel Indonesia Makassar), supervised by Andi Widiawati.
This research aims to (1)determine the effect of prices and brand image partially toward iPhone smartphone purchasing decisions(2)to determine the effect pf price and brand image simultaneously toward iPhone smartphone purchasing decisions
(3)to determine which variable is the more dominant in influencing iPhone smartphones purchasing decisions on student at STIE Nobel Indonesia Makassar.
The sample in this research were 90 respondents who are the student at STIE Nobel Indonesia Makassar that used iPhone smartphones. This research uses multiple linear regression analysis by collecting data using a questionnaire with a
Likert scale.
The results of the research showed that (1 )price and brand image have a positive and significant effect partially toward iPhone smartphone purchasing decisions (2)price and brand image have a positive and significant effect simultaneously toward iPhone smartphones purchasing decisions(3)brand image variable is the most dominant variable is the most dominant variable influencing the
iPhone snartphone puschasing decisions.