Faktor Determinan Minat Beli Iphone (Studi Kasus Mahasiswa Yogyakarta)

Oleh Gilang Ferry Setiawan

Abstract

This study aims to determine the effect of brand image variables, product quality, price perception, word of mouth on iPhone buying interest in Yogyakarta students to find out which is the most dominant among the independent variables. Apple Computer, Inc. is a technology company founded by Steve Jobs based in Cupertino, California. Apple had an important role in the beginning of the personal computer revolution in the 1970s with its Apple II product and has advanced it to the present with Macintosh computers. iPhone is a product that is currently the basis of Apple’s business. The population in this study is Yogyakarta students who know iPhone products and use iPhone by taking a sample of 60 consumers in students who are studying in Yogyakarta. Sampling technique using purposive sampling technique and hypothesis testing is done using paired sample t-test with a level of significance of 5%. The results showed that for the first hypothesis there was a significant influence on iPhone buying interest in Yogyakarta students. The results showed that for the second hypothesis there was a significant influence on iPhone buying interest in Yogyakarta students. The results showed that for the third hypothesis there was a significant influence on iPhone buying interest in Yogyakarta students. The results showed that for the fourth hypothesis there was a significant influence on iPhone buying interest in Yogyakarta students. The results showed that for the fifth hypothesis there was an influence of brand image, product quality, price perception and word of mouth on iPhone buying interest in Yogyakarta students.

Key Words: brand image, product quality, price perception, word of mouth, buying interest