Positioning, Product Differentiation, and Brand Equity in iPhone Purchase Decisions in Sidoarjo
Positioning, Diferensiasi Produk, dan Ekuitas Merek dalam Membentuk Keputusan Pembelian iPhone di Sidoarjo
DOI:
https://doi.org/10.21070/ups.10292Keywords:
Purchase decision, Positioning, Product differentiation, Brand equity, iPhoneAbstract
This study aims to analyze the effect of positioning, product differentiation, and brand equity on purchasing decisions of iPhone products in Sidoarjo. The study adopts a quantitative approach with a population consisting of residents of Sidoarjo Regency who have purchased and used iPhone products. The sampling technique employed is non-probability sampling using a purposive sampling method, with a total of 100 respondents. Data were collected through the distribution of questionnaires using a Likert scale. The collected data were then analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software version 3.0. The results demonstrate that positioning, product differentiation, and brand equity significantly influence purchasing decisions of iPhone products in Sidoarjo.
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