THE EFFECT OF SOCIAL INFLUENCE, SERVICE QUALITY AND BRAND IMAGE ON PURCHASING DECISIONS AT THE BANUA STORE PALU

Abstrak

This research aims to analyze the influence of Social Influence, Service Quality, and Brand Image on iPhone purchasing decisions at Banua Store Palu. The research sample consisted of 70 Banua Store consumers who were selected using a purposive sampling technique. Data was collected through questionnaires and analyzed using multiple linear regression analysis. There are 4 variables studied, namely Social Influence, Service Quality, and Brand Image as independent variables and Purchase Decisions as the dependent variable. The hypothesis proposed is that the three independent variables have a positive and significant effect on purchasing decisions, both simultaneously and partially. It is hoped that the research results can provide input to Banua Store Palu to improve service quality, brand image, and utilize social influence in order to increase consumers' iPhone purchasing decisions.