Pengaruh Citra Merek dan Desain terhadap Keputusan Pembelian Iphone di Kota Pekanbaru

Abstract

This study aims to analyze the influence of brand image and design on iPhone purchasing decisions in Pekanbaru City. The research method uses a quantitative approach with a purposive sampling technique and the number of respondents is 130 people. Data were collected through questionnaires via google form distributed through social media. Data management and analysis used multiple linear regression with the SPSS version 27 program. Data testing used is the classical assumption (validity test, reliability test, normality test, multicollinearity test, autocorrelation test, multiple linear regression test), hypothesis testing (t-test, f-test and determination coefficient test). The results of the study indicate that brand image and design have a positive and significant effect both partially and simultaneously on purchasing decisions with a significance value of 0.001 indicating a significant relationship, while the Adjusted R Square value of 0.814 indicates that 81.4% of purchasing decision variables are influenced by brand image and design variables. This study confirms the importance of managing brand image and design in the iPhone product marketingstrategy.