Pengaruh Brand Image, Harga, Product Quality, Dan Promosi Terhadap Keputusan Pembelian Iphone Di Era Digital (Studi Kasus Pada Generasi Z Di Kota Madiun).

Syah, Yusuf Lana Alfian (2025) Pengaruh Brand Image, Harga, Product Quality, Dan Promosi Terhadap Keputusan Pembelian Iphone Di Era Digital (Studi Kasus Pada Generasi Z Di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This research is motivated by the phenomenon of increasing interest among Z Generations in premium smartphone products such as the iPhone in the digital era, despite their relatively high prices. This indicates a shift in consumer behavior, where brand image, price, product quality, and promotion have become important aspects in the purchasing decision-making process. The aim of this study is to determine and analyze the influence of brand image, price, product quality, and promotion towards iPhone purchase decisions by Z Generations in Madiun City. This study used a quantitative approach with a survey method. Data collection was carried out by distributing questionnaires to 384 Z Generations respondents in Madiun City who had or were currently using an iPhone. Data analysis was performed using multiple linear regression using SPSS version 25 to test the simultaneous and partial effects of each independent variable towards purchasing decisions. The results show that simultaneously, brand image, price, product quality, and promotion have a significant influence towards purchasing decisions. Partially, brand image, product quality, and promotion have a positive and significant effect, while price has no significant effect. This finding supports modern marketing theory, which states that brand image and perceived quality play a major role in shaping premium product purchasing decisions, especially among the younger, digital-native generation. The conclusion of this study suggests that companies need to strengthen brand image, maintain product quality, and design creative and emotional promotional strategies to maintain the loyalty of Z Generations consumers. Future research is recommended to explore additional factors such as lifestyle, social influence, or user experience, and expand the research area to increase the generalizability of the findings. Keywords: Brand Image, Price, Product Quality, and Promotion on Purchasing Decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Brand Image, Price, Product Quality, and Promotion on Purchasing Decisions.
Subjects:	A Social Sciences > HA Statistics A Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis
Depositing User:	ALFIAN LANA YUSUF
Date Deposited:	16 Oct 2025 08:03
Last Modified:	16 Oct 2025 08:03
URI:	http://eprint.unipma.ac.id/id/eprint/5444

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