Pengaruh Harga, Kualitas Produk, dan Kesadaran Merek terhadap Keputusan Pembelian Iphone (Studi pada Mahasiswa Fisip Undip)

Abstract

In today's digital era, many smartphone brands have sprung up to meet consumer needs, one of which is the Apple brand. Apple created a smartphone called the iPhone. Based on iphone sales data in Semarang City, iphone sales in February Decreased by 30.7%. This study aims to determine the effect of price, product quality, and brand awareness on iphone purchasing decisions. The research method used is explanatory research by sampling technique purposive and accidental sampling. The sample for this research was 100 Undip Social Sciences students who had decided to buy an iPhone. The results showed that price, product quality, and brand awareness partially or simultaneously had a positive and significant effect on purchasing decisions. Partially, price contributed 34.5%, product quality 38.6%, and brand awareness 30.1%. Meanwhile, price, product quality, and brand awareness simultaneously have an effect of 51.1% on purchasing decisions. Researchers suggest that Apple provide price discounts for older iPhone variants, increase its reliability, make iPhones more varied so that consumers have more choices, and increase promotions without damaging the brand image.

Pada era digital saat ini, banyak brand-brand smartphone yang bermunculan untuk memenuhi kebutuhan konsumen salah satunya brand apple. Apple menciptakan smartphone yang diberi nama iphone. Berdasarkan data penjualan iphone di Kota Semarang, penjualan iphone pada bulan Februari mengalami penurunan sebesar 30,7%. Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, dan kesadaran merek terhadap keputusan pembelian iphone. Metode penelitian yang digunakan adalah explanatory research dengan teknik pengambilan sampel purposive dan accidental sampling. Sampel penelitian ini adalah 100 mahasiswa Fisip Undip yang pernah memutuskan membeli iphone. Hasil penelitian menunjukkan harga, kualitas produk, dan kesadaran merek secara parsial maupun secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial harga menyumbang pengaruh sebesar 34,5%, kualitas produk sebesar 38,6%, dan kesadaran merek sebesar 30,1%. Adapun secara simultan harga, kualitas produk, dan kesadaran merek berpengaruh sebesar 51,1% terhadap keputusan pembelian. Peneliti menyarankan apple memberi potongan harga untuk iphone varian lama, meningkatkan reliabilitasnya, membuat iphone lebih bervariasi agar konsumen lebih memiliki banyak pilihan, dan meningkatkan promosi tanpa merusak citra merek.