Najwa Salsabila Hasan, . (2025) PENGARUH CITRA MEREK, HARGA, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN IPHONE. Skripsi thesis, Universitas Pembangunan Nasional "Veteran" Jakarta.
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Abstract
This research, entitled The Influence of Brand Image, Price, and Product Innovation on the Purchase Decision of iPhone, aims to determine whether brand image, price, and product innovation affect consumers’ purchase decisions for the iPhone. The study focuses on individuals who live in DKI Jakarta, belong to Generation Z, and currently use or have previously used an iPhone. Hypothesis testing was conducted using PLS-SEM with the SmartPLS 4 analysis tool. The results indicate that (1) brand image has an influence on purchase decisions, (2) price has an influence on purchase decisions and (3) product innovation has an influence on purchase decisions. Keywords: Brand Image, Price, Product Innovation, Purchase Decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111129] [Pembimbing: Pusporini] [Penguji 1: Dea Delia Lestari] [Ketua Penguji: Suharyati] |
| Uncontrolled Keywords: | Brand Image, Price, Product Innovation, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NAJWA SALSABILA HASAN |
| Date Deposited: | 26 Mar 2026 07:22 |
| Last Modified: | 26 Mar 2026 07:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42019 |
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