PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE

This study aims to identify the influence of price, product quality, and brand image on the purchase intention of iPhone smartphones, focusing on consumers who have made purchases of the iPhone. This research is a quantitative study using a non-probability sampling technique, aiming to determine the effect of price, product quality, and brand image on consumer purchase intention for iPhone smartphones in Malang City. Based on the applied sampling method, the total number of respondents in this study was 190. The analysis results show that the variables of price, product quality, and brand image each have a positive partial effect on consumers’ purchase intention. This means that the more appropriate the offered price, the higher the product quality, and the stronger the brand image in the eyes of consumers, the greater their intention to purchase the product. Among the three variables examined, product quality was found to be the most dominant factor influencing purchase intention. These findings emphasize the importance of improving product quality as the main strategy in marketing, while also acknowledging the significant roles of price and brand image in shaping consumers’ purchasing decisions.