Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA S1 DI STIE IBMT SURABAYA

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  • Ahmad Nafis Auliya,
  • Jimmy Ignatius,
  • Ageng Pratiwi
Ahmad Nafis Auliya
STIE IBMT Surabaya
Jimmy Ignatius
STIE IBMT Surabaya
Ageng Pratiwi
STIE IBMT Surabaya
DOI: https://doi.org/10.2238/3cjtc746

Published 2026-08-21

Keywords

  • product quality,
  • brand image,
  • purchasing decision,
  • iPhone,
  • university students.

How to Cite

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA S1 DI STIE IBMT SURABAYA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.2238/3cjtc746

Abstract

The increasingly competitive smartphone industry requires companies to understand the determinants influencing consumer purchasing decisions. In the premium smartphone segment, product quality and brand image are considered strategic factors that shape consumer preferences and purchasing behavior. This study aims to examine the influence of product quality and brand image on purchasing decisions of iPhone smartphones among undergraduate students of STIE IBMT Surabaya. This research employed a quantitative approach using an associative research design. Data were collected through questionnaires distributed to 65 iPhone users selected through purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS software. The findings reveal that product quality has a positive and significant effect on purchasing decisions, as indicated by a t-value of 3.668 with a significance level below 0.001. Brand image also demonstrates a positive and significant effect on purchasing decisions, reflected by a t-value of 3.938 with a significance level below 0.001. Simultaneously, product quality and brand image significantly influence purchasing decisions, with an F-value of 158.986 and a significance level below 0.001. Furthermore, the coefficient of determination (R²) of 0.837 indicates that 83.7% of the variance in purchasing decisions can be explained by product quality and brand image, while the remaining 16.3% is attributable to other factors beyond the scope of this study. These findings suggest that superior product quality and a strong brand image serve as key determinants in encouraging iPhone purchasing decisions among university students.
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