How Brand Image, Brand Loyalty, Promotion, and Product Quality on the Buying Decision of Apple Smartphones Among Management and Accounting Students Methodist University of Indonesia (Batch 2021-2022)

Abstract

This study aims to examine the influence of brand image, brand loyalty, promotion, and product quality on the buying decisions of Apple smartphones among students of the Management and Accounting programs, class of 2021–2022 at Universitas Methodist Indonesia. This research methodist used is descriptive quantitative with a total of 90 respondents. The t-test results indicate that brand image, brand loyalty, promotion, and product quality each have a significant partial effect on buying decisions. The f -test results show that all four variables simultaneously have a significant effect on buying decisions. The adjusted R square value is 0.695, indicating that 69.5% of the variation in buying decisions is influenced by the four variables, while the remaining 31.5% is explained by other factors not included in this study.