PENGARUH LUXURY BRAND PERCEPTION DAN BRAND IMAGE TERHADAP WILLINGNESS TO PAY PREMIUM PRODUK SMARTPHONE MEREK IPHONE - Maulid Diana Sari; Any Urwatul Wusko (Universitas Diponegoro, 2026)
Abstract: This research aims to determine the influence of luxury brand perception and brand image on willingness to pay premium for iPhone brand smartphone products. This research uses quantitative methods. The data collection technique uses a questionnaire distributed online via Google Form. The sample in this research was iPhone (ORI) brand smartphone users in Pasuruan Regency with a sample size of 100 respondents taken using the purposive sampling method, namely determining the sample where the people selected as samples were in accordance with the aim of the research. The analytical method used is multiple linear regression with analytical calculations using SPSS 22. The research results show that: 1. The luxury brand perception variable does not have a significant effect on the willingness to pay premium for iPhone brand smartphone products, 2. The brand image variable has a significant effect on the willingness to pay premium for iPhone brand smartphone products. Hypothesis testing includes the T test and F test, obtained Fcount > Ftable so that the resulting regression model is appropriate and can be used to predict the results of the influence. The results of the T test for the luxury brand perception variable, brand image were obtained at (LBP) Tcount of (1.479) < from Ttable (1.984), (BI) Tcount of (5.370) > from Ttable (1.984) it can be concluded that the luxury brand perception variable is not has a significant effect and the brand image variable has a significant effect on the willingness to pay premium for iPhone brand smartphone products in Pasuruan Regency.Keywords: Luxury Brand Perception; Brand Image; Willingness To Pay PremiumAbstrak: Penelitian ini bertujuan untuk mengetahui pengaruh luxury brand perception dan brand image terhadap willingness to pay premium produk smartphone merek iPhone. Dalam penlitian ini menggunakan metode kuantitatif. Teknik pengumpulan data menggunakan kuesioner yang disebar secara online melalui google form. Sampel dalam penelitian ini adalah pengguna smartphone merek iPhone (ORI) di Kabupaten Pasuruan dengan jumlah sampel 100 responden yang diambil dengan metode purposive sampling, yaitu penentuan sampel dimana orang yang dipilih sebagai sampel sesuai dengan tujuan dilakukannya penelitian. Metode analisis yang digunakan adalah regresi linier berganda dengan perhitungan analisis menggunakan SPSS 22.Hasil penelitian menunjukkan bahwa : 1. Variabel luxury brand perception tidak berpengaruh secara signifikan terhadap willingness to pay premium produk smartphone merek iPhone, 2. Variabel brand image berpengaruh signifikan terhadap terhadap willingness to pay premium produk smartphone merek iPhone. Uji hipotesis mencakup uji T dan dan uji F, diperoleh Fhitung > Ftabel sehingga model regresi yang dihasilkan sudah sesuai dan dapat digunakan untuk memprediksi hasil pengaruh. Hasil uji T untuk variabel luxury brand perception, brand image diperoleh sebesar (LBP) Thitung sebesar (1.479 ) < dari Ttabel (1.984),(BI) Thitung sebesar (5.370) > dari Ttabel (1.984) dapat disimpulkan bahwa variabel luxury brand perception tidak berpengaruh signifikan dan variabel brand image berpengaruh signifikan terhadap willingness to pay premium produk smartphone merek iPhone di Kabupaten Pasuruan.Kata Kunci: Persepsi Merek Mewah; Citra Merek; Kesediaan Membayar Harga Premium