DAYA TARIK IPHONE DI KALANGAN MAHASISWA: ANALISIS KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK
Kata Kunci:
Product Quality, Price, Brand Image, Purchase DecisionAbstrak
Penelitian ini menganalisis pengaruh kualitas produk dan harga terhadap keputusan pembelian iPhone di kalangan mahasiswa, dengan citra merek sebagai variabel mediasi. Data dikumpulkan melalui kuesioner dari 240 mahasiswa di kota Kendari yang menggunakan iPhone, dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan SmartPLS 3.0. Hasil menunjukkan kualitas produk berpengaruh positif signifikan terhadap citra merek dan keputusan pembelian. Sebaliknya, harga tidak berpengaruh signifikan terhadap citra merek maupun keputusan pembelian. Citra merek juga tidak berpengaruh positif signifikan dan bahkan memiliki hubungan negatif terhadap keputusan pembelian, serta tidak memediasi hubungan antara kualitas dan harga terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa mahasiswa lebih mengutamakan aspek fungsional dan kualitas teknis dibandingkan citra merek dalam memilih iPhone. Secara praktis, produk premium perlu mengarahkan strategi pemasaran pada manfaat produk dan fleksibilitas harga untuk segmen yang belum memiliki kekuatan finansial secara konsisten. Penelitian ini juga menggeser anggapan bahwa citra merek selalu menjadi faktor utama dalam keputusan pembelian produk premium.
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