Pengaruh Brand Image dan Product Knowledge terhadap Minat Beli Smartphone iPhone
DOI:
https://doi.org/10.30640/jumma45.v5i1.6173Keywords:
Brand Image, Buying Interest, Management Students, Product Knowledge, Smartphone iPhoneAbstract
This study aims to analyze the effect of brand image and product knowledge on purchase intention of iPhone Smartphones among students of the Management Study Program at Universitas Pendidikan Ganesha. Purchase intention reflects consumers’ tendency to buy a product after evaluating various alternatives. A strong brand image and adequate product knowledge are considered important factors influencing consumer decisions. This research uses a quantitative approach with a causal research design. The sample consisted of 95 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that brand image has a positive and significant effect on purchase intention. Product knowledge also has a positive and significant effect on purchase intention. Simultaneously, both variables significantly influence purchase intention toward iPhone Smartphones. These findings imply that companies need to strengthen brand perception and improve consumer understanding of product attributes to increase purchase intention.
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