PURCHASING DECISION OF IPHONE: THE ROLE OF PRODUCT QUALITY,
BRAND IMAGE AND E-WOM

PURCHASING DECISION OF IPHONE: THE ROLE OF PRODUCT QUALITY,
BRAND IMAGE AND E-WOM

Product Quality, Purchase Decision, Brand Image, Electronic Word of Mouth,
IPhone

This study aims to analyze the impact of The Influence of Product Quality and
Brand Image on Purchase Decisions for iPhone Cell Phone Products Using Word
of Mouth as an Intervening Variable. Iphone users in Tangerang City are the
subjects of this study. The study was conducted with 175 respondents using
quantitative descriptive methods. The sample length uses a purposeful sampling
method that pays special attention to finding patterns. The survey method used
when collecting data using a questionnaire tool. The analytical method used in
this research is the Component or Variance Based Structural Equation Model
where the data processing uses the Partial Least Square (Smart-PLS) program
version 3.2.8 PLS. This study proves that product quality has a positive and
significant effect on electronic word of mouth, brand image has a positive and
significant effect on electronic word of mouth, product quality had a positive and
significant effect on purchasing decisions, brand image has a positive and
significant effect on purchasing decisions and electronic word of mouth had a
positive and significant effect on purchasing decisions.

Christian Kuswibowo,1) Anung Widodo,2) Agus Santoso,3) Hendri Pujianto4)

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

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