PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK APPLE IPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA (UNJ)

FERNANDA, MIVTA SATRIA (2020) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK APPLE IPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA (UNJ). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Mivta Satria Fernanda. 2020. 1702517032. Title of Scientific Work "The Effect of Brand Image on Purchasing Decisions of Apple iPhone Products (Case Study on Students of the Faculty of Economics, Jakarta State University)" DIII Study Program of Marketing Management at the Faculty of Economics, State University of Jakarta. This study aims to determine the image of the brand image and purchasing decisions as well as determine the presence or absence of brand image influence on purchasing decisions for Apple iPhone products. In this study data were obtained through distributing questionnaires online. The sample used was as many 114 respondents who had bought and owned an Apple iPhone. The results of this study brand image variables have positive influence on purchasing decisions. Keywords: Brand Image, Purchase Decision, Apple iPhone

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