The Influence of Price Perception, Brand Image, and Product Quality on Buying Interest in Iphone Smartphone Products (a Study on Consumers in Sidoarjo)
Pengaruh Persepsi Harga, Brand Image dan Kualitas Produk Terhadap Minat Beli Produk Smartphone iPhone (Studi pada Konsumen di Sidoarjo)
DOI:
https://doi.org/10.21070/ups.6795Keywords:
Price Perception, Brand Image, Product Quality, Buying InterestAbstract
The Rapid technological development influences product purchasing decisions, with consumers considering brands based on image, quality, and perceived price. In the competitive smartphone market, good price perceptions and brand image influence purchasing interest, while good product quality meets consumer expectations. This study will use a questionnaire to collect data from iPhone users in Sidoarjo and analyze it with Structural Equation Modeling (SEM) using Partial Least Squares (PLS), which is suitable for causal predictive analysis and theory development.
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