The Influence of Price and Brand Image on Purchase Decisions for the iPhone 15 Promax at PSTORE Manado

Abstract

This study aims to find out whether price and Brand Image affect purchasing decisions. The type of data used in this study is a type of quantitative data and uses primary data in the form of respondents' answers to interviews conducted with questionnaires through gform. The analysis methods used are multiple correlation analysis and multiple linear regression analysis using the help of the SPSS 29.0 application. The results of the study show that the price has a significant positive effect on the decision to buy Iphone 15 Promax at the Manado City Pstore.Brand Image has a significant positive effect on the decision to buy Iphone 15 Promax at the Manado City Pstore. Price and Brand Image affect  simultaneously the decision to buy Iphone 15 Promax at Manado City Pstore