Homsah, Fitria (2025) THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON iPHONE SMARTPHONE PURCHASE DECISIONS (STUDY CASE: FEMALE STUDENTS AT UNIVERSITY OF DARUSSALAM GONTOR). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

This study aims to analyze the influence of price and product quality on the purchase decision of iPhone smartphones in University of Darussalam Gontor student. The background of this research is based on the fierce competition in the communication technology industry, especially in premium products such as the iPhone, which prioritizes quality and exclusivity. Product price and quality were chosen as independent variables because they are considered to significantly influence on consumer decisions in choosing products. This research focuses on the influence of price and product quality on purchase decisions, especially in iPhone smartphone users. This study highlights the University of Darussalam Gontor student the main subject. This study uses a quantitative method with a survey approach. Data was collected through a questionnaire distributed to 109 respondents who were selected using a purposive sampling technique based on the criteria of iPhone smartphone users. Data were collected using a Likert scale questionnaire and analyzed using SPSS version 16, and analyzed using multiple linear regression method to identify non-linear or indirect relationships. Data analysis techniques include validity, reliability, normality, classical assumptions, and multiple linear regression tests. The study result show that price and product quality simultaneously and partially have a significant effect on purchase decisions. In particular, product quality is the dominant factor that influences purchasing decisions rather than price. These findings show that even though the price of the iPhone is relatively high, consumers still choose this product because of its superior quality. This research enriches the study of consumer behavior, especially related to price variables and product quality in the context of purchasing premium products. Practically, the research result can be a reference for companies in designing more effective marketing strategies, such as continuously improving product quality to maintain competitiveness in the market.

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