Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Di Palembang

This study aims to determine whether the variable of brand image and
product quality has an influence on purchasing decisions iPhone in Palembang.
The population in this research is consumer products iPhone in Palembang. The
sample used in this study were 100 respondents. Data analysis technique used is,
validity, reliability, classical assumption (normality test, multicollinearity, and
heteroscedasticity test), multiple linear regression test, T test, F test, and test the
coefficient of determination. The results obtained found that brand image variable
has no significant effect on purchasing decisions, while the variable quality of the
product has an influence on purchasing decisions iPhone.