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All Journal LANTERN (Journal on English Language, Culture and Literature) Kinerja PREMISE: Journal of English Education and Applied Linguistics SEIKO : Journal of Management & Business ENGLISH JOURNAL SAGA: Journal of English Language Teaching and Applied Linguistics English Journal Jurnal Nasional Manajemen Pemasaran dan SDM Dynamic Management Journal INVOICE : JURNAL ILMU AKUNTANSI Jurnal Manajemen INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS ProBisnis : Jurnal Manajemen Jurnal Riset Akuntansi dan Bisnis Indonesia Journal of English Education EQUILIBRIUM : JURNAL BISNIS DAN AKUNTANSI (EJBA) Pedagogic Research - Applied Literacy Journal Journal of English Language Teaching, Literatures, Applied Linguistics English Education: English Journal for Teaching and Learning PHINISI Manager : Jurnal Ilmu manajemen
Ade Kristianus Kaloeti
Universitas Kristen Immanuel
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Nasional Manajemen Pemasaran dan SDM

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Analysis of the Impact of Product Quality, Price, and Brand Image on Purchase Decisions with Consumer Buying Interest as a Mediating Variable among iPhone Users in Yogyakarta Heriputranto, Lukas Agung; Damanik, Ganda Wijaya; Kaloeti, Ade Kristianus
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 3 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i3.3037

Abstract

This research investigates the impact of product quality, price, and brand image on purchase decisions, with consumer buying interest serving as a mediating variable, specifically among iPhone users in Yogyakarta. Employing a quantitative descriptive approach, data were gathered through questionnaires distributed to 100 respondents selected through purposive sampling. The analysis utilized various statistical tests, including Validity, Reliability, Convergent Validity, Discriminant Validity, AVE, Adjusted R², and F². The results indicate that Product Quality, Price, and Brand Image have a significant effect on Consumer Buying Interest. Nevertheless, these elements do not exert a direct positive influence on actual Purchase Decisions. The demographic profile of the respondents predominantly consisted of males aged 17–25, who were self-employed, possessed high school or diploma qualifications, and resided in Sleman. This study underscores the essential function of Consumer Buying Interest in connecting marketing elements (quality, price, brand image) with actual purchasing actions. It provides important implications for marketers and smartphone brands, suggesting that to enhance purchase rates, strategies should prioritize fostering consumer interest rather than relying solely on product characteristics.
Co-Authors AA Sudharmawan, AA Bessie, Florance Angelina Chrisentianus Abdi Saptomo Daeli, Iman Putra Damanik, Ganda Wijaya DESI NATALIA, DESI Endang Roswita Gulo Gea, Iman Hati Hadisuwito, Mutiara Septiani Harefa, Bestman Anugerah Utema Jeniwanti Carolina Kotte Lukas Agung Heriputranto Marau, Viktor Erniko Panggabean, Jannes Samuel Elfronzo Abhimael Pomantow, Charen Prasetyanta, Agus Raden Teja Yokanan Riko Gesmani Siswati, Susi Telaumbanua, Tomo Saro Widiantoro, Fian Martino