The Effect of Brand Image, Product Quality, Price, and Physicological Factor on Purchase Decision of Second Hand iPhone Product Among Z Generation

Nadia, Edawarma (2023) The Effect of Brand Image, Product Quality, Price, and Physicological Factor on Purchase Decision of Second Hand iPhone Product Among Z Generation. Diploma thesis, ECONOMICS AND BUSINESS.

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Official URL: http://scholar.unand.ac.id/id/eprint/209140

Abstract

This study investigated the impact of brand image, product quality, price, and psychological factors on the purchase decision of second-hand iPhone products among the Z Generation. A non-probability sampling technique with a purposive sampling method was employed, involving 155 respondents. The research data were processed using the SmartPL.S version 4.0 program to determine the relationship between the independent variables and the dependent variable. The findings indicated a significant influence of brand image, product quality, price, and psychological factors on the purchase decision of second-hand iPhone products among the Z Generation. This study contributes to understanding the factors that affect the purchase decision of second-hand iPhone products among the Z Generation and provides valuable insights for marketers to develop effective marketing strategies

Item Type: Thesis (Diploma)
Primary Supervisor: Dessy Kurnia Sari, S.E., M.Bus (Adv)., Ph.D.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: s1 manajemen internasional
Date Deposited: 21 Jul 2023 07:42
Last Modified: 21 Jul 2023 07:45
URI: http://scholar.unand.ac.id/id/eprint/209140

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