Pengaruh Harga, Citra Merek dan Kualtas Produk Terhadap Keputusan Pembelian (Studi pada Remaja Pengguna Iphone Refurbished (Bekas) di Kabupaten Lumajang

Abstract

A Refurbished IPHONE is a used or refurbished smartphone that has been restored and tested by experts to ensure the device functions like new. Globally, sales of used or refurbished smartphones will reach more than 282 million units in 2022, an increase of 11.5% from 253.4 million units in 2021. The aim of this research on teenagers in Lumajang Regency is to find out how big the influence of price and image is. brand. , and product quality influence purchasing decisions. In this research, quantitative methods were used to collect data; questionnaires were distributed to 80 participants. The sampling technique used is accidental sampling technique. Hypothesis testing is carried out using multiple regression analysis techniques. The results of this research show that product price and quality have a significant influence on the decision to purchase a Refurbished IPHONE in Luamajang District. Meanwhile, Brand Image has no influence on the decision to purchase a Refurbished IPHONE in Luamajang District. The coefficient of determination (R2) obtained was 65.1% of purchasing decisions which could be explained by the variables price, brand image and product quality. Meanwhile, the remaining 34.9% of purchasing decisions were influenced by other variables not examined in this research, for example location, promotion and WOM.