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Purchase Decisions are Influenced by Price, Brand Image and

Quality of Iphone Products in Malang City

Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas

Universitas Islam Malang
Corresponding Author* : [email protected]

ABSTRACT
Purpose: This study aims to determine and analyze the effect of price, brand image and product quality on
iPhone purchasing decisions in the city of Malang. The population in this study are iPhone consumers who have
purchased products at Fineapple id.
Design/methodology/approach: The data collection method in this study used a questionnaire with a sample of
75 respondents. The independent variable in this study is the effect of price, brand image and product quality
and the dependent variable is the purchase decision. The analytical method used in this study is multiple linear
regression analysis and processed using SPSS 26.
Findings: The results of this study simultaneously show that the effect of price, brand image and product
quality has a positive and significant effect on purchasing decisions. Partially, Brand Image and Product Quality
have a significant effect on iPhone Purchase Decisions, while Price has no effect on iPhone Purchase Decisions.
Paper type: Research paper

Keyword: Price, Brand Image, Product Quality and Purchase Decision

Received : March 9th
Revised : March 10th
Published : May 31th

I. INTRODUCTION
The development of technology is very advanced and very useful for the convenience of humans
communicating with each other without being limited by distance and time. The existence of technology created
by humans in the form of smartphones covers many things and penetrates various aspects, from business to
education. At this time smart phone technology is developing very rapidly, to meet human needs and desires so
that survival can be easier to communicate. Advances in technology require companies to compete in creating
competitive smartphone products in the market. The more options to choose from from various Smartphone
manufacturers, the more competitive the competition.
Currently, consumers are starting to be picky and wise in choosing a product, they are even willing to pay
more to buy a quality product and these products force producers to export, expand markets and increase sales.
Companies must look at market share and community growth. Customers are one of the factors that determine
the success or failure of a sale. The role of a marketing manager here is needed to develop the right marketing
mix for consumer purchasing decisions. The brand given to the company's products can add value by being
different and unique from other products (Lestari & Septiani, 2021). The purchasing decision is an important
thing to pay attention to because this will certainly be a consideration for the marketing strategy that will be
carried out by the company next. A good brand image will attract consumers to make purchases of a product. A
high brand image will create a positive impression in the minds of consumers of a product. The large number of
Smartphones entering Indonesia offers a wide selection of brands, prices and product quality for Indonesian
consumers. Trademarks identify the source or manufacturer of a product and allow consumers to assign
responsibility for the performance of that product to a specific manufacturer or distributor. On the other hand,
price and product quality are also important factors that consumers consider before buying a smartphone.
Product quality is an important element that must be owned and determines consumer satisfaction after buying
and using certain products. With good product quality, the desires and needs of consumers will be fulfilled.

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Purchase Decisions are Influenced by Price, Brand Image and Quality of Iphone Products in Malang City
Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas
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Based on research conducted by Sitorus & Hidayat (2019), states that product quality is an important factor
which includes the benefits, durability and attractive appearance of the product based on an assessment of
conformity with established standards. The more the product conforms to the set standards, the better the quality
of the goods.
Of the various kinds of Smartphone brands that are most remembered by Indonesian people, one of them is
the Iphone brand Smartphone which was launched by one of the pioneers in the development of communication
technology which is trusted worldwide because of its brand image and high product quality, namely Apple
which is equipped with an iOS-based Smartphone called Iphones. The iPhone is one of Apple's products that
shocked the world when it was first released in 2007.
The history of the Iphone began when the founder and CEO of Apple Inc. ordered Apple scientists to
research touch screen technology. Development of the iPhone itself began almost a decade before Apple first
entered the market. In 1999, Apple received a patent to use the Iphone domain. Apple has announced plans to
invest in a mobile phone called the Iphone. The iPhone itself is an Apple Smartphone with the IOS operating
system on its device, and IOS is a mobile operating system developed and distributed by Apple Inc. The iOS
operating system was first released in 2007 for use on the Iphone and iPod Touch devices.
Iphone brand image is the number one product in the world, can be recognized by Iphone users, and
Iphone products are easy for users to operate because Iphone is designed with ease of portability and unique
appearance. The iPhone is designed with an operating system that is different from other Smartphones, and only
Apple products with their own OS are the only advantages of Apple devices (Lestari & Septiani, 2021).
From the background explanation above, this research is entitled Purchase Decision Influenced by Price,
Brand Image, and Iphone Product Quality in Malang City
The hypothesis proposed to measure the influence of Purchase Decision as a variable (Y) is influenced by
Price, Brand Image, and Iphone Product Quality as a variable (X) is as follows:
H1: price, brand image, and product quality have a simultaneous effect on Iphone purchasing decisions
H2: price has a partial effect on Iphone purchasing decisions
H3: Brand image has a partial effect on Iphone purchasing decisions
H4: product quality influences the decision to buy an Iphone

Based on the development of the hypothesis above, the conceptual framework in this study is explained as
follows:

Figure 1 conceptual framework

II. METHODS
The type of research used in this research is explanatory. According to Singarimbun & Effendi (1981:66),
"explanation is research that describes the causal relationship between research variables through testing
hypotheses that have been formulated previously". In this study price, brand image and product quality are the
independent variables (X) and purchase decisions are the dependent variable (Y).
The population in this study are consumers who bought iPhones within the last 6 months, namely early
January-June 2023 in Malang City. According to Digdowiseiso (2017) The sample is part of the population
being studied/observed and is considered to be able to describe the condition or characteristics of that

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Purchase Decisions are Influenced by Price, Brand Image and Quality of Iphone Products in Malang City
Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas
 :: IJEBD :: ISSN : 2597-4785 (ONLINE)
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population. In many cases it is not possible for us to examine all members of the population, therefore we form a
representative population which is called a sample. Because the population size is unknown, the minimum
sample size is determined according to Ferdinand (2014) based on the following formula:
n = (25 x independent variables)
= 25 x 3 independent variables
= 75 samples
From these calculations it was determined that 75 respondents were the research sample. The reason
researchers used the formula above is because researchers think the target population is too large and with a
number of variables. The sampling technique used is non-probability sampling with a purposive sampling
approach defined by Ferdinand (2014), namely the researcher selects the sample purposively.

III. RESULTS AND DISCUSSION

In this study the sampling technique used was pourposive sampling so that the data obtained by the
researcher through distributing questionnaires directly to respondents who have met the criteria according to the
provisions, namely consumers who use Iphone for at least 3 months, consumers aged 18 years and over, then
consumers choose their own products.

A. Price Variable
This price variable is measured using 3 indicators with each answer and is accumulated for categorization
based on the average answer from the respondents. Here's the data presentation:

Table 1. Respondents' Responses to Price Variables (X1)

Alternative Answer

No Price Items 1 2 3 4 5 Mean

STS TS N S SS

F 0 0 4 33 38
The price of the Iphone is in accordance with the
1 4.45
quality of the product
% 0 0 5,3 44 50,7

F 4 14 30 15 15

The price of the iphone is affordable for the

2 3.42
community
% 5,3 18,7 40 20 16

F 4 2 13 26 30
3 Iphone prices can compete with other products 4.01
% 5,3 2,7 17,3 34,7 40

Source: Data processed in 2023

Based on the description of the table above (X1.1) the price of the Iphone is in accordance with the quality
of the product. Respondents' responses to this statement obtained an average answer of 4.45. so that it can be
explained that Iphone users perceive this statement by agreeing, meaning that the price of the Iphone is good
according to the quality of the product.
Statement (X1.2) The price of Iphone is affordable for the general public. Respondents' responses to this
statement have an average value of 3.42. So that it can be explained that iPhone users perceive this statement
neutrally, meaning that the price of an Iphone that is affordable for the public is sufficient,

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Purchase Decisions are Influenced by Price, Brand Image and Quality of Iphone Products in Malang City
Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas
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Statement (X1.3) Iphone prices can compete with other products. Respondents' responses to these
statements have an average value of 4.01. So that it can be explained that iPhone users perceive this statement
by agreeing, meaning that the price of the Iphone is very competitive with other products on the market.

B. Brand Image Variables

The Brand Image variable is measured using 4 indicators with each answer and is accumulated for
categorization based on the average answer from the respondents. The following is a presentation of the data:

Table 2. Respondents' Responses to Brand Image Variables (X2)

Alternative Answer

No Brand Image Items 1 2 3 4 5 Mean

STS TS N S SS

F 3 1 3 12 56
1 Iphone brand can be remembered easily 4,56
% 4 1,3 4 16 74,7

F 1 1 9 24 40
The Iphone products that I use are made by well-
2 4,34
known companies
% 1,3 1,3 12 32 53,3

F 1 1 4 18 51

I feel that Iphone products really attract the attention

3 4,56
of consumers
% 1,3 1,3 5,3 24 68

F 3 2 19 19 32
4 4
I am very loyal to using Iphone products % 3,4 2,7 25,3 25,3 42,7

Source: Data processed in 2023

Based on the table above, the statement (X2.1) of the Iphone brand can be remembered easily.
Respondents' responses to these statements obtained an average answer of 4.56. so that it can be explained that
Iphone users perceive this statement by agreeing, meaning that the Iphone brand can be remembered well.
Statement (X2.2) The iPhone products I use are made by reputable companies. Respondents' responses to
these statements have an average value of 4.34. So that it can be explained that Iphone users perceive this
statement by agreeing, meaning that the Iphone company has been trusted by users with a good reputation.
Statement (X2.3) I feel that Iphone products really attract the attention of consumers. Respondents'
responses to these statements have an average value of 4.56. So that it can be explained that Iphone users
perceive this statement by agreeing, meaning that the Iphone has so far attracted the attention of consumers.
Statement (X2.4) I am very loyal to using Iphone products. Respondents' responses to this statement have
an average answer value of 4. So it can be explained that Iphone users perceive this statement as agreeing,
meaning that Iphone product users are very comfortable using Iphone so they are always loyal to using Iphone
products.

C. Product Quality Variables

The Product Quality variable is measured using 7 indicators with each answer and is accumulated for
categorization based on the average answer from the respondents. The following is a presentation of the data:

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Purchase Decisions are Influenced by Price, Brand Image and Quality of Iphone Products in Malang City
Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas
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Table 3. Respondents' Responses to Product Quality Variables (X3)

Alternative Answer

No Product Quality Items 1 2 3 4 5 Mean

STS TS N S SS

F 0 0 8 25 42
1 I think the performance of the Iphone is very good 4,45
% 0 0 10,7 33,3 56

F 1 3 14 31 26
2 The iPhone that I use lasts a long time 4,04
% 1,3 4 18,7 41,3 34,7

F 0 0 8 33 34
3 4,34
My iPhone specifications match the product
packaging % 0 0 10,7 44 45,3

F 0 1 4 21 49
4 4,57
Iphone products have high competitiveness % 0 1,3 5,3 28 65,3

F 0 0 7 23 45
5 4,50
The features on my iPhone always get updates % 0 0 9,3 30,7 60

F 0 3 14 14 44
6 4,32
As long as I use the Iphone for a long time the product
feels hot % 0 4 18,7 18,7 58,7

F 1 7 32 20 15
7 3,54
When my iPhone breaks it's very easy to claim % 1,3 9,3 42,7 26,7 20
warranty
Source: Data processed in 2023

Based on the table above, the statement (X3.1) in my opinion the performance of the iPhone is very good.
Respondents' responses to these statements obtained an average answer of 4.45. so that it can be explained that
Iphone users perceive this statement by agreeing, meaning that the performance of Iphone products is good.
Statement (X3. 2) The iPhone I use lasts a long time. Respondents' responses to these statements have an
average value of 4.04. So it can be explained that iPhone users perceive this statement as agreeing, meaning that
the durability of Iphone products is good because they are durable.
Statement (X3.3) My iPhone specifications match the product packaging. Respondents' responses to these
statements have an average value of 4.34. So that it can be explained that Iphone users perceive this statement
by agreeing, meaning that the Iphone is in accordance with good specification systematics.

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Statement (X3.4) Iphone products have high competitiveness. Respondents' responses to this statement
have an average value of answers obtained by 4.57. So that it can be explained that Iphone users perceive this
statement by agreeing, meaning that Iphone products are very good at competing in the market.
Statement (X3.5) Features on my iPhone are always getting updates. Respondents' responses to these
statements have an average value of 4.50. So that it can be explained that Iphone users perceive this statement
by agreeing, it means that the Iphone company is good because it is consistent in providing updates to Iphone.
Statement (X3.6) When I use the Iphone for a long time the product feels hot. Respondents' responses to
this statement have an average value of 4.32. So it can be explained that iPhone users perceive this statement as
agreeing, meaning that the iPhone tends to get hot when used for a long time, making it less comfortable.
Statement (X3.7) When my iPhone is damaged it is very easy to claim warranty. Respondents' responses to
these statements have an average value of answers obtained by 3.54. So that it can be explained that iPhone
users perceive this statement neutrally, meaning that iPhone product users when they experience damage already
get a pretty good guarantee.

D. Purchasing Decision Variables

The Purchase Decision variable is measured using 5 indicators with each answer and is accumulated for
categorization based on the average answer from the respondents. The following is a presentation of the data:

Table 4. Respondents' Responses Purchasing Decision Variable (Y)

Alternative Answer

No Purchasing Decision Items 1 2 3 4 5 Mean

STS TS N S SS

F 0 0 4 29 42
I consider what kind of Iphone products are suitable
1 4,50
before buying
% 0 0 5,3 38,7 56

F 0 0 9 29 37
2 4,37
Feel confident with the decision to purchase Iphone
products % 0 0 12 38,7 49,3

F 3 5 22 20 25

3 Iphone is my top priority 3,78

% 4 6,7 29,3 26,7 33,3

F 2 5 23 18 27

I immediately chose Iphone products for me to buy

4 3,84
without comparing other products
% 2,7 6,7 30,7 24 36

F 2 2 11 30 30
5 It is very easy to get Iphone products on the market 4,12
% 2,7 2,7 14,7 40 40

Source: Data processed in 2023

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Based on the table above the statement (Y.1) I consider what type of Iphone product is suitable before
buying. Respondents' responses to this statement obtained an average answer of 4.50. so that it can be explained
that Iphone users perceive this statement by agreeing, meaning that consumers first choose which one they think
is suitable and good.
Statement (Y.2) Feeling confident about the decision to buy Iphone products. Respondents' responses to
this statement have an average value of 4.37. So it can be explained that Iphone users perceive this statement by
agreeing, meaning that consumers are very sure that the decision to buy an Iphone is good for them.
Statement (Y.3) Iphone is my top priority. Respondents' responses to this statement have an average value
of 3.78. So that it can be explained that Iphone users perceive this statement neutrally, meaning that the Iphone
is quite an option.
Statement (Y.4) Directly choose Iphone products for me to buy without comparing other products.
Respondents' responses to these statements had an average answer value of 3.84. So it can be explained that
iPhone users perceive this statement neutrally, meaning that not all potential iPhone buyers choose Iphone
products without comparison.
Statement (Y.5) I am very loyal to using iPhone products. Respondents' responses to these statements have
an average value of answers obtained by 4.12. So it can be explained that Iphone users perceive this statement as
agreeing, meaning that in the consumer market it is very easy to find Iphone products.

E. Research Instrument Test

1. Validity test
The results of the validity and reliability tests conducted in this study in full can be seen in the following
table:

Table 5. Validity Test Table

Variable Item Statement Person Correlation Description

Price X1.1 0,669 Valid

X1.2 0,850 Valid

X1.3 0,804 Valid

Brand Image X2.1 0,682 Valid

X2.2 0,850 Valid

X2.3 0,804 Valid

X2.4 0,837 Valid

Product Quality X3.1 0,668 Valid

X3.2 0,653 Valid

X3.3 0,753 Valid

X3.4 0,668 Valid

X3.5 0,686 Valid

X3.6 0,578 Valid

X3.7 0,662 Valid

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Purhase Decision Y.1 0,657 Valid

Y.2 0,704 Valid

Y.3 0,837 Valid

Y.4 0,802 Valid

Y.5 0,583 Valid

Source: Data processed by SPSS 26 2022

Observation of rTable obtained sample value (n-2) = 75 – 2 = 73 of 0.2272. So referring to the results of
the validity test that all instruments starting from the price variable (X1), Brand Image (X2), product quality
(X3) all produce a value (rCount) greater than rTable, besides that the purchasing decision variable (Y) also
produces a value rCalculate is greater than rTable. So it can be explained that all the instruments in this study
can be said to be valid.

2. Reliability test

Table 6. Reliability Test Table

Variable Cronbach's Alpha Description

Price (X1) 0,655 Reliable

Brand Image (X2) 0,795 Reliable

Product Quality (X3) 0,776 Reliable

Purhase Decision (Y) 0,755 Reliable

Source: Data processed by SPSS 26 2022

From the table it can be seen that all the indicators used have a Cronbach's Alpha value greater than 0.60.
So it can be concluded that all the instruments in this study were reliable.

3. Normality test
The following is the presentation of the data from the normality test results:

Table 7. Normality Test Table

One-Sample Kolmogorov-Smirnov Test

Unstandardized Residual

N 75

Normal Parametersa,b Mean .0000000

Std. Deviation 1.91245187

Most Extreme Differences Absolute .092

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Positive .069

Negative -.092

Test Statistic .092

Asymp. Sig. (2-tailed) .187c

Source: Data processed by SPSS 26 2022

Based on the normality test results table above using the Kolmogorov Smirnov it was found that the
significance of the normality test was 0.187 which turned out to be higher than the significance of 0.05 so that it
can be explained that the normality tests in this study were normally distributed.

4. Classic assumption test

a. Multicollinearity Test
Following are the results of the data from the multicollinearity test:

Table 8. Multicollinearity Test Results

Variable Tolerance VIF Description

X1 0.703 1.423 Multicollinearity Free

X2 0.452 2.212 Multicollinearity Free

X3 0.411 2.435 Multicollinearity Free

Source: Data processed by SPSS 26 2022

From the calculation results in the multicollinearity test results table, each variable has a tolerance value
greater than 0.10, the price variable (X1) is 0.703, the brand image variable (X2) is 0.452, and the product
quality variable (X3). ) is 0.411.
Then each independent variable shows a value of VIF = 1.423 in the price variable (X1), VIF = 2.212 in
the brand image variable (X2), VIF = 2.435 in the product quality variable (X3) whose value is less than 10. . So
that it can be explained free from multicollinearity

b. Heteroscedasticity Test
The following is a presentation of the data from the heteroscedasticity test results:

Table 9. Heteroscedasticity Test Results

Brand Product Unstandardized

Price Image Quality Residual

Spearman's Price Correlation 1.000 .220 .203 .090

rho Coefficient

Sig. (2-tailed) . .301 .342 .674

N 75 24 24 24

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Brand Image Correlation .220 1.000 .763** -.072

Coefficient

Sig. (2-tailed) .301 . .000 .739

N 24 75 75 24

Product Quality Correlation .203 .763** 1.000 -.090

Coefficient

Sig. (2-tailed) .342 .000 . .677

N 24 75 75 24

Unstandardized Correlation .090 -.072 -.090 1.000

Residual Coefficient

Sig. (2-tailed) .674 .739 .677 .

N 24 24 24 24
Source: Data processed by SPSS 26 2023

From the results of the multicollinearity test using the Spearman test, the significance of the independent
variable or price variable (X1) was 0.674, then the brand image variable (X2) was 0.739, then the product
quality variable (X3) was 0.677. So that the data above is greater than the standard significance value of 0.05, it
can be said that there is no heteroscedasticity problem.

5. Multiple Linear Regression Analysis

The following is the presentation of the results of multiple linear regression tests:

Table 10. Multiple Linear Regression Test Results

Coefficientsa

Unstandardized Coefficients Standardized Coefficients

Model t Sig.
B Std. Error Beta

1 (Constant) -.193 1.898 -.101 .919

Price .147 .123 .101 1.199 .234

Brand Image .322 .117 .289 2.760 .007

Product Quality .452 .098 .507 4.619 .000

Source: Data processed by SPSS 26 2022

From the data table above, it can be seen that the multiple linear regression equation in this study:
Y=-0.193+0.147X1+0.322X2+0.452X3+e
Information:

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Y : Purchasing Decision
A : Constant
b1, b2, b3 : Regression Coefficient
X1 : Price Variable
X2 : Brand Image Variable
X3 : Product Quality Variable
e : Standard error (error rate)
Based on the regression model equation, it can be interpreted as follows:
a. Y = if the dependent variable is predicted by the independent variable, then the purchase decision is the
dependent variable in the study whose value is predicted by price, brand image and product quality.
b. a = -0.193 is the result of a negative constant value, this means that if the price, brand image, and
product quality variables are 0 (no effect), then the purchase decision has a fixed value.
c. b1 = the regression coefficient of the price variable (X1) has a value of 0.147 (not significant positive),
so the model equation cannot be interpreted.
d. b2 = the regression coefficient of the brand image variable (X2) has a value of 0.322 (positive and
significant), it can be explained that if the brand image variable increases, the purchasing decision
variable will also increase.
e. b3 = regression coefficient of the product quality variable (X3) has a value of 0.452 (positive and
significant), it can be explained that if the product quality variable increases, the purchasing decision
variable will also increase.

6. Hypothesis test
a. F Test (Simultaneous Test)
This test is used to determine the level of influence of the independent variable simultaneously on the
dependent variable, following the results of the F test data:

Table 11. F Test Results

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 498.894 3 166.298 43.625 .000b

Residual 270.653 71 3.812

Total 769.547 74
Source: Data processed by SPSS 26 2022

Based on the table, the results of the f test in the table above show a significance value of 0.000, which is
less than 0.05. based on the hypothesis proposed in this study
H1: price (X1), brand image (X2), and product quality (X3) simultaneously have a significant effect on the
purchase decision variable (Y) accepted.

b. t test (Partial Test)

This test aims to determine the effect of each independent variable on the dependent variable. The
following is the presentation of the t test results:

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Table 12. Test Results t

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) -.193 1.898 -.101 .919

Price .147 .123 .101 1.199 .234

Brand Image .322 .117 .289 2.760 .007

Product Quality .452 .098 .507 4.619 .000

Source: Data processed by SPSS 26 2023

Based on the table of t test results in the table it can be seen that:
H₂ : rejected which states that the price variable has no effect on purchasing decisions. The price variable
is known to have a t value of 1.199 with a significance of 0.234 which is greater than 0.
H₃ : accepted which states that brand image variables affect purchasing decisions. The brand image
variable is known to have a t value of
H₄ : accepted which states that the variable product quality affects purchasing decisions. The product
quality variable is known to have a t value of 4.619 with a significance of 0.000, less than 0.05

Based on the results of the analysis of the answers from the respondents as described above, several
theoretical implications that can be drawn are as follows:

1. The Effect of Price, Brand Image and Product Quality on Iphone Purchase Decisions.
Based on the results of the study, it shows that the first hypothesis examines the effect of price, brand
image, and product quality on Iphone purchasing decisions. Based on the results of the tests that have been
carried out jointly have a significant effect on the decision to buy an Iphone in Malang City.
The results of this study are in line with research conducted by Amilia (2017) entitled The Influence of
Brand Image, Price, and Product Quality on Purchase Decisions for Xiaomi Brand Mobile Phones in
Langsa City, then research conducted by Lestari & Septiani (2021)entitled Influence of Image Brand and
Product Quality on Iphone Smartphone Purchase Decisions for Students at the University of Mataram, then
research conducted by Susanto & Cahyono (2021) entitled Effects of Brand Image, Product Quality, and
Price on Iphone Purchase Decisions (Studies on Students in Surabaya)
2. The Influence of Price on Iphone Purchasing Decisions
Based on the research results show that the second hypothesis tests the price. Based on the results of tests
that have been carried out partially that price does not affect the decision to buy an Iphone in Malang City,
this is because most consumers prefer to look for good quality and are not too concerned about the price
when buying an Iphone, whether it is second or new, it doesn't matter.
The results of this study reject the results of research conducted by Susanto & Cahyono (2021) in their
research entitled The Influence of Brand Image, Product Quality, and Price on Iphone Purchase Decisions
(Studies on Students in Surabaya) and research conducted by Mulyati & Jaya (2020) entitled The Influence
of Product Quality and Price on Iphone Iphone Purchase Decisions.
3. The Effect of Brand Image on Iphone Purchase Decisions
Based on the research results show that the third hypothesis tests brand image. Based on the results of tests
that have been carried out partially, it influences the decision to buy an Iphone in Malang City. This means
that the brand image of the Iphone product that was created is very well known.
The results of this study are in line with research conducted by Amilia (2017) entitled The Influence of
Brand Image, Price, and Product Quality on Purchase Decisions for Xiaomi Brand Mobile Phones in
Langsa City, Sitorus & Hidayat (2019) entitled Influence of Brand Image and Product Quality on Interest in

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Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas
 :: IJEBD :: ISSN : 2597-4785 (ONLINE)
(International Journal of Entrepreneurship and Business Development) ISSN : 2597-4750 (PRINTED)
Volume 06 Number 03 May 2023
This work is licensed under a Creative Commons Attribution- ShareAlike 4.0 International License.

Buying an Iphone in Bandug, Sutra (2021) entitled The Influence of Brand Image, Price, and Product
Quality on Iphone Consumer Loyalty to Ykpn Yogyakarta Students.
4. Effect of Product Quality on Iphone Purchase Decisions
Based on the results of the study indicate that the fourth hypothesis tests product quality. Based on the
results of tests that have been carried out partially that product quality has a significant effect on Iphone
purchasing decisions in Malang City. This means that the quality of Iphone products is in accordance with
what consumers expect, both in terms of product performance and fairly durable product durability.
The results of this study are in line with research conducted by Amilia (2017) entitled The Influence of
Brand Image, Price, and Product Quality on Purchase Decisions for Xiaomi Brand Mobile Phones in
Langsa City, Mulyati & Jaya (2020) entitled Effects of Product Quality and Price on Purchase Decisions
HP Iphone, Lestari & Septiani (2021) entitled The Influence of Brand Image and Product Quality on Iphone
Smartphone Purchase Decisions for Students at the University of Mataram.

IV. CONCLUSION
Based on the results of the analysis as well as the discussion described in the previous chapter, it can be
concluded that: a) Price, brand image and product quality simultaneously influence Iphone purchasing decisions.
b) The price listed does not affect the decision to buy an Iphone. c) Brand image is stated to have a significant
effect on Iphone purchasing decisions. d) Product quality is stated to have a significant effect on Iphone
purchasing decisions.
In this study there are several limitations, including: a) Limitations of this research variable which only
examines price, brand image, product quality, and Iphone purchasing decisions in Malang City (case study on
Fineapple id Iphone consumers) b) This limitation of research is constrained by time constraints c) Limited
respondents who were taken as a sample of 75 people
There are several suggestions for further research, namely: a) Suggestions for further research by adding
research variables such as consumer loyalty b) Suggestions for further research should increase the number of
respondents so that the scope of respondents' responses on this matter is wider. c) Suggestions for future
researchers should use the latest theories in research d) Suggestions for Apple institutions and companies, the
current smartphone competition is expected so that Apple always pays attention to the brand image it has on
Iphone products, so that sales continue to increase and lower prices. issued must be in accordance with the
quality of the product provided to consumers so that the affordability of consumers to buy an iPhone is in
accordance with the benefits obtained. Finally, product quality, the quality of the products provided must be
maintained and even improved in order to attract consumers to make purchasing decisions.

ACKNOWLEDGMENTS
We express our gratitude to Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) Islamic
University of Malang for providing the opportunity to be able to carry out the UNISMA INSTITUTION
GRANT RESEARCH CLASSTERATION program (HI-ma).

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Purchase Decisions are Influenced by Price, Brand Image and Quality of Iphone Products in Malang City
Tri Sugiarti Ramadhan, Nanik Wahyuningtiyas
 :: IJEBD :: ISSN : 2597-4785 (ONLINE)
(International Journal of Entrepreneurship and Business Development) ISSN : 2597-4750 (PRINTED)
Volume 06 Number 03 May 2023
This work is licensed under a Creative Commons Attribution- ShareAlike 4.0 International License.

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