The influence of product quality and price on iPhone purchase decisions in Banjarmasin

Abstract

The purpose of this study is to analyze and determine the influence of product quality and price, both simultaneously and partially, as well as to identify the most dominant factor influencing the purchase decision of iPhone smartphones in Banjarmasin. This research is a correlational study. The sampling method used is non-probability sampling with a purposive sampling technique. Based on the Lemeshow formula, a total of 100 respondents were selected. The analysis technique employed is multiple linear regression analysis. The findings reveal that product quality and price both have simultaneous and partial effects on purchase decisions. Furthermore, product quality has the most dominant influence on the purchase decision of iPhones in Banjarmasin. Based on these results, it is recommended that Apple continuously enhance the quality of its iPhones, particularly in performance, durability, and innovative features, since product quality is the dominant factor influencing consumer decisions. Marketers and distributors should not only highlight product quality in promotions but also communicate that the price reflects the value and benefits offered, thereby strengthening consumers’ value perception. Future researchers are advised to explore other factors such as promotion and distribution variables to gain a more comprehensive understanding of the determinants of iPhone purchase decisions.