Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Iphone Di Bandug Tahun 2019

Abstract

ABSTRAK
Penelitian ini bertujuan untuk mengetahui tanggapan masyarakat Bandung mengenai citra merek iPhone, mengetahui tanggapan masyarakat Bandung mengenai kualitas produk iPhone dan mengetahui seberapa besar pengaruh citra merek dan kualitas produk terhadap minat beli produk iPhone di Bandung.
Jenis penelitian ini adalah kuantitatif asosiatif, dengan penarikan kesimpulan secara analisis statistik. Populasinya adalah seluruh masyarakat Bandung yang memiliki Iphone. Sampel diambil sebanyak 110 responden menggunakan teknik purposive sampling. Teknik analisis data menggunakan analisis regresi linear berganda, sedangkan uji hipotesisnya menggunakan uji-t, uji-F, dan uji- R2 . Berdasarkan hasil analisis data yang telah dilakukan penelitian ini menunjukan bahwa kualitas produk dan citra merek mempunyai pengaruh yang signifikan terhadap minat beli produk Iphone.
Kata Kunci : Citra Merek, Kualitas Produk dan Minat Beli.


ABSTRACT
The purpose of this research is to knowing the response of the people in Bandung regarding the iPhone brand image, to knowing the response of the people in Bandung regarding the quality of iPhone products, and to knowing how much the influence of brand image and product quality towards purchase initention iPhone products in Bandung
This type of research is quantitative associative, by drawing conclusions in statistical analysis. The population is all Telkom University students who have an Iphone. The sample was taken as many as 110 respondents using purposive sampling technique. The data analysis technique uses multiple linear regression analysis, while the hypothesis test uses the t-test, F-test, and R2-test. Based on the results of data analysis that has been carried out this research shows that product quality and brand image have a significant influence on interest in buying Iphone products. This study aims to analyze the influence of brand image and product quality, on buying interest in the iPhone. This research was conducted at Bandung people who use an iPhone.
Keywords: Brand Image, Product Quality and Buying Interest