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This is a Quantitative Study study.

September 10, 2025Open Access

CONSUMER DECISION MODEL: PRICE PERCEPTION, PRODUCT QUALITY, BRAND IMAGE INFLUENCE DECISIONS TO PURCHASE SMARTPHONE iPhone IN INDONESIA

Key Points

Price perception significantly influences purchasing decisions for iPhone smartphones in Indonesia, highlighting its importance in marketing strategies.
Analysis showed that while price perception affects buying choices, product quality and brand image do not significantly influence iPhone purchases.
Data from 100 respondents was collected using a questionnaire via Google Form and analyzed through SPSS for accurate insights.
The study utilized non-probability sampling with purposive techniques, suggesting targeted approaches may enhance understanding of consumer behavior.

Abstract

The purpose of this study is to analyze the factors that influence consumer purchasing decisions on iPhone Smartphone products in Indonesia. The data analysis method used is quantitative primary data. The data used in this study used a questionnaire instrument via Google Form from 100 respondents. The research data was processed using the SPSS Program application. The sampling method in this study was non-probability sampling with a purposive sampling technique. The results of the study indicate that price perceptions influence purchasing decisions on iPhone Smartphones in Indonesia, but product quality and brand image do not influence purchasing decisions on iPhone Smartphones in Indonesia.

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