Analysis Of The Effect Of Price, Brand Image And Perceived Risk On Smartphone Purchase Intention (IPHONE)

Arrizqy, Muhammad Reyhan and , Imronudin, S.E., M.Si., Ph.D (2023) Analysis Of The Effect Of Price, Brand Image And Perceived Risk On Smartphone Purchase Intention (IPHONE). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Many new brands have emerged in the competition in the world of smartphones, competing with each other to create superior products. Producers are required to not only create products but also understand the wants and needs of consumers in the market. This prompted research on influencing factors that affect consumer purchase intention towards a brand product. This research was conducted to determine the influence of price on iPhone purchase intention, brand image on iPhone purchase intention, and perception risk on iPhone purchase intention. The method used in the research is the quantitative method. This research uses the primary data obtained from a spread questionnaire to all respondents who complied with sample criteria via the Google platform. The population in this research is all students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta. Samples taken in this research A total of 120 respondents were selected using the purposive sampling technique. The research result testing in this research helped with using SmartPLS3 software. The research results conclude that price, brand image, and perceived risk have a positive effect on iPhone purchase intention.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Price, Brand Image, and Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MUHAMMAD REYHAN ARRIZQY
Date Deposited: 16 Nov 2023 07:20
Last Modified: 16 Nov 2023 07:20
URI: http://eprints.ums.ac.id/id/eprint/118326

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