JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

This Analisis Faktor-faktor yang Mempengaruhi Keputusan Pembelian iPhone: Kualitas Produk, Harga, Promosi, Citra Merek, dan Gaya Hidup, Cilacap, Purbalingga, Banyumas, iPhone

Subagyo, Dimas Apryansyah (Unknown)
Rachmawati, Erny (Unknown)
Kusbandiyah, Ani (Unknown)
Fakhruddin, Iwan (Unknown)

Article Info

Publish Date
15 Feb 2026

Abstract

This study analyzes the influence of product quality, price, promotion, lifestyle, and brand image on consumers’ purchasing decisions for iPhones in the Calingmas region (Cilacap, Purbalingga, and Banyumas). A quantitative survey was conducted with 130 iPhone users selected through accidental and snowball sampling. Data were collected using a Likert-scale questionnaire and analyzed with multiple linear regression in SPSS 27. The findings reveal that product quality, price, and brand image significantly affect purchasing decisions, whereas promotion and lifestyle do not. These results highlight the dominant role of functional value and brand strength in shaping consumer decisions.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...