<![CDATA[This study measures the influence of brand awareness, brand association, quality perceptions and brand loyalty to iPhone purchasing decisions in communities in Pekanbaru City. The analysis was based on a sample of 80 respondents specific iPhone users and taken with non-probability sampling method in the form of accidental sampling through questionnaire, then the result statement is processed and tested the effect of using multiple linear regression analysis with validity test, reliability test, multicollinearity test, heteroscedasticity test, Normality test, global test (F test), test of coefficient of determination and partial test (t test). From the results of this study indicate that all variables have a positive effect. Brand awareness and brand association variables are not influential and not significant, while the variables of brand loyalty and perceived quality are influential and significant to the purchase of iPhone decision in the community in Pekanbaru City. This research suggests that companies put more emphasis on improving brand loyalty and perceived quality. In addition to this, companies should also pay attention to brand awareness and brand associations even though these variables have no effect and no significant impact on iPhone purchasing decisions in the community in Pekanbaru City. Penelitian ini mengukur pengaruh kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek terhadap keputusan pembelian iPhone pada masyarakat di Kota Pekanbaru. Analisis didasarkan pada sampel 80 responden khusus pengguna iPhone dan diambil dengan metode non-probability sampling dalam bentuk accidental sampling melalui angket, kemudian hasil pernyataan diolah dan dilakukan uji pengaruh menggunakan analisis regresi linear berganda dengan uji validitas, uji reliabilitas, uji multikolinearitas, uji heteroskedastisitas, uji normalitas, uji global (uji F), uji koefisien determinasi dan uji parsial (uji t). Dari hasil penelitian ini menunjukkan bahwa semua variabel berpengaruh positif.Variabel kesadaran merek dan asosiasi merek tidak berpengaruh dan tidak signifkan, sedangkan variabel loyalitas merek dan persepsi kualitas berpengaruh dan signifikan terhadap keputusan pembelian iPhone pada masyarakat di Kota Pekanbaru. Penelitian ini menyarankan agar perusahaan lebih menekankan pada peningkatan loyalitas merek dan persepsi kualitas.Selain hal tersebut, perusahaan juga sebaiknya memperhatikan kesadaran merek dan asosiasi merek meskipun variabel-variabel ini tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian iPhone pada masyarakat di Kota Pekanbaru.]]>
