JURNAL MANAJEMEN BISNIS
Vol. 9 No. 2 (2022): September

Price as an Intervening Variable in the Effect of Brand Image on Purchasing Decisions: Study on iPhone Product in The City of Bandung

Meirissa Purwandani (Faculty of Communication and Business, Universitas Telkom)
Arry Widodo (Faculty of Communication and Business, Universitas Telkom)

Article Info

Publish Date
30 Sep 2022

Abstract

This research is to determine the effect of brand image on purchasing decisions with price as an intervening variable on iPhone products in the city of Bandung. The research population is people in the city of Bandung who use iPhone products and require 100 respondents. Descriptive analysis and Structural Equation Model with SmartPLS are the research techniques. The result, brand image has a positive and significant effect on prices, brand image has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions and brand image has a positive and significant effect on purchasing decisions with price as an intervening variable on iPhone products in Bandung.

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Journal Info
JURNAL MANAJEMEN BISNIS
Website

Abbrev

JMB

Publisher

Universitas Muslim Indonesia

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen, Bisnis pertama kali diterbitkan pada tahun 2014. Jurnal Manajemen Bisnis adalah jurnal ilmiah yang memuat artikel-artikel studi baik empiris maupun konseptual yang berkaitan dengan Keuangan, Pemasaran, Sumberdaya Manusia, Operasional, Strategi, Sistem Informasi , e-Business dan ...