The effect of perceived value through brand image on the decision to purchase an iPhone at by phone shop, Bengkulu City / Mia Fitri Agustina, Meilaty Finthariasari and Yeyen Permayanti

The purpose of this study was to analyze the effect of brand image on iPhone purchasing decisions and to analyze the effect of price perceptions on iPhone buying decisions. The sample used was 110 respondents. The research method used in this research is quantitative method. The population in this study were active students of the active student UM Bengkulu and By Phone Owner and Employees, with a total sample of 110 respondents. Data analysis technique uses partial least squares. The results of this study indicate that Brand Image contributes to iPhone Purchase Decisions. The higher the brand image, the higher the consumer makes an iPhone purchasing decision. Price Perception contributes to iPhone Purchase Decision. The better the price perception, the level of consumers making iPhone purchasing decisions will increase.