ABSTRACTION PI

ABSTRACTION

Ika Trisnamia Widiati/13212579

EFFECT OF PRICE AND BRAND IMAGE IPHONE PURCHASE DECISION (CASE STUDY  GUNADARMA UNIVERSITY STUDENTS)

Scientific Writing, Department of Management, Faculty of Economics, University Gunadarma, 2015.

Keywords : Price, Brand Image, Purchase Decision.

( xii + 43 pages + attachment)

Marketing is a social and managerial process in which individuals and groups obtain what they need and want by creating, offering and exchanging products of value with others. While the purchasing decision is the problem-solving activities by individuals in the selection of the most appropriate alternative behavior of two or more alternative lainnya.Ada bebrapa factors that may influence purchasing decisions, such as price and brand image. Based on the test results T, known to have a relationship that prices partially influence purchasing decisions Iphone for sig. < 0:05 , namely 0.011 > 0.05. While partially brand image does not affect the purchase decision Iphone for sig. > 0.05, ie 0856 > 0.05. Based on the test results F, known to have a relationship that price and brand image simultaneously influence the purchase decision Iphone for sig silai 0.037 > 0.05.

(Daftar Pustaka 1994 – 2014)