PENGARUH BRAND IMAGE, BRAND VALUE DAN PERCEIVED USEFULNESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE APPLE DI JABODETABEK

NURLAELASARI, SITI (2025) PENGARUH BRAND IMAGE, BRAND VALUE DAN PERCEIVED USEFULNESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE APPLE DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

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. Keywords: Brand Image, Brand Value, Perceived Usefulness, Purchase Decisions Peningkatan penggunaan smartphone di kalangan konsumen telah menciptakan dinamika pasar yang kompetitif, terutama bagi merek-merek premium seperti Apple. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Brand Value, dan Perceived Usefulness terhadap Keputusan Pembelian produk Smartphone Apple di wilayah JABODETABEK. Metode penelitian yang digunakan melibatkan pengambilan sampel non-probability sampling dengan teknik convenience sampling, dan melibatkan 135 responden. Data dikumpulkan melalui kuesioner yang disebarkan melalui media sosial dengan pengukuran skala Likert. Analisis data dilakukan menggunakan software SmartPLS 4, yang mencakup analisis outer model dan inner model. Hasil penelitian menunjukkan bahwa Brand Image, Brand Value, dan Perceived Usefulness memiliki pengaruh positif dan signifikan secara parsial terhadap keputusan pembelian. Temuan ini menekankan pentingnya membangun citra merek dan nilai merek yang kuat, serta memastikan produk memenuhi harapan pengguna untuk mendorong keputusan pembelian pada konsumen. Kata kunci: Brand Image, Brand Value, Perceived Usefulness, Keputusan Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43120120148
Uncontrolled Keywords:	Brand Image, Brand Value, Perceived Usefulness, Keputusan Pembelian
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.4 Thought, Thinking, Reasoning, Intuition, Value, Judgment/Pemikiran, Pertimbangan, Penalaran, Intuisi, Nilai, Pendapat > 153.45 Value/Nilai 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	26 May 2026 08:49
Last Modified:	26 May 2026 08:49
URI:	http://repository.mercubuana.ac.id/id/eprint/102217

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