The Effect of Brand Image, Brand Value and Perceived Usefulness on Apple Smartphone Product Purchase Decisions in Jabodetabek
DOI:
https://doi.org/10.66755/belacoss.v2i3.232Keywords:
Brand Image, Brand Value, Perceived Usefulness, Purchase DecisionsAbstract
The increasing use of smartphones among consumers has created competitive market dynamics, especially for premium brands such as Apple. This research aims to analyze the influence of Brand Image, Brand Value, and Perceived Usefulness on purchasing decisions for Apple smartphone products in the JABODETABEK area. The research method used involved non-probability sampling using convenience sampling techniques, and involved 120 respondents. Data was collected through a questionnaire distributed via social media with Likert scale measurements. Data analysis was carried out using SmartPLS 4 software, which includes outer model and inner model analysis. The research results show that Brand Image, Brand Value, and Perceived Usefulness have a positive and significant influence on purchasing decisions. These findings emphasize the importance of building a strong Brand Image and Brand Value, as well as ensuring products meet user expectations to encourage purchasing decisions among consumers.
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