Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Macbook Pada Mahasiswa Fakultas Teknik Universitas Sumatera Utara Tahun 2025

Abstract

This study aims to analyze the effect of Product Quality, Price, and Brand Image on the Purchase Decision of MacBook products among students of the Faculty of Engineering, University of North Sumatra. The research method used is quantitative with a survey approach. The number of samples is 78 respondents selected through purposive sampling technique. The data collection technique was carried out through a questionnaire, while data analysis used multiple linear regression to test the relationship between variables using SPSS software. The results of the study indicate that Product Quality, Price, and Brand Image have a positive and significant effect, both partially and simultaneously, on Purchase Decisions. The Brand Image variable has a dominant influence compared to other variables. The coefficient of determination (R²) of 71.1% indicates that the independent variables can explain Purchase Decisions well, while the rest is influenced by other factors outside the research model.