HUBUNGAN ANTARA BRAND IMAGE DAN LOYALITAS MEREK DENGAN KEPUTUSAN PEMBELIAN IPHONE EX-INTER DI BANDAR LAMPUNG

Akhyesna, Rahmatika Bintyas (2026) HUBUNGAN ANTARA BRAND IMAGE DAN LOYALITAS MEREK DENGAN KEPUTUSAN PEMBELIAN IPHONE EX-INTER DI BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

Fenomena meningkatnya pembelian iPhone ex-inter di Bandar Lampung menunjukkan bahwa keputusan pembelian konsumen tidak hanya dipengaruhi oleh faktor ekonomi, tetapi juga faktor psikologis seperti Brand Image dan loyalitas merek. Penelitian ini bertujuan untuk mengetahui hubungan antara Brand Image dan loyalitas merek dengan keputusan pembelian iPhone ex-inter di Bandar Lampung. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive sampling. Subjek pada penelitian ini melibatkan 45 responden. Pengumpulan data dilakukan menggunakan tiga skala, yaitu keputusan pembelian (α = 0,815), skala Brand Image (α = 0,908), dan skala loyalitas merek (α = 0,874). Analisis data dilakukan dengan bantuan software JASP ver 0.18.1.0 for windows. Hasil penelitian menunjukkan bahwa Brand Image dan loyalitas merek secara bersama-sama mempengaruhi keputusan pembelian iPhone ex-inter di Bandar Lampung dengan nilai R = 0,764 dengan nilai koefisien determinasi R² = 0,583 dan taraf signifikansi p < 0,001 dengan sumbangan efektif 58,3%. Hasil hipotesis variabel Brand Image diperoleh nilai (r = 0,759) dan memberikan sumbangan efektif sebesar 51,89%, sedangkan loyalitas merek diperoleh (r = 0,720) dengan sumbangan efektif sebesar 5,70%. Sehingga hasil ditemukan bahwa terdapat hubungan Brand Image dan loyalitas merek dengan keputusan pembelian iPhone ex-inter di Bandar Lampung. Artinya hipotesis penelitian dapat diterima. Kata Kunci: Brand Image, Loyalitas pembelian, Keputusuan Pembelian, Iphone Ex-Inter The phenomenon of increasing purchases of ex-inter iPhones in Bandar Lampung indicates that consumer purchase decisions are influenced not only by economic factors but also by psychological factors such as Brand Image and brand loyalty. This study aims to examine the relationship between Brand Image and brand loyalty with the purchase decision of ex-inter iPhones in Bandar Lampung. This research uses a quantitative method with purposive sampling technique. The subjects involved in this study consisted of 45 respondents. Data collection was carried out using three scales: purchase decision (α = 0.815), Brand Image scale (α = 0.908), and brand loyalty scale (α = 0.874). Data analysis was performed using JASP version 0.18.1.0 for Windows software. The results indicate that both Brand Image and brand loyalty simultaneously influence the purchase decision of ex-inter iPhones in Bandar Lampung, with an R value of 0.764, a coefficient of determination (R²) of 0.583, and a significance level p < 0.001, with an effective contribution of 58.3%. The hypothesis testing for the Brand Image variable yielded a correlation (r = 0.759) and an effective contribution of 51.89%, while brand loyalty had a correlation (r = 0.720) with an effective contribution of 5.70%. Thus, it can be concluded that there is a relationship between Brand Image and brand loyalty with the purchase decision of ex-inter iPhones in Bandar Lampung. This means the research hypothesis is accepted. Keywords : Brand Image, Purchase Loyalty, Purchase Decision,iPhone ex-Inter

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