Decision to Purchase an Iphone Mobile Phones Which Influenced by Brand Images, Product Quality, and Price Perception (A Case Study on Students of Faculty of Economic, State University of Gorontalo, The Class of 2019)

This study aims to determine whether there is an influence of brand image, product quality, and price perception on purchase decision of iPhone mobile phones. This research was conducted at the Faculty of Economics Students, State University of Gorontalo, the class of 2019. The population in this study were students of the Faculty of Economics, State University of Gorontalo, the class of 2019, who had or were using an iPhone mobile phones. The sample is determined by the purposive sampling method with a total of 44 respondents. Data collection process has done by providing a list of questions/statements to respondents about brand image, product quality, and price perception, on purchasing decisions. This study uses multiple linear regression analysis tools. Hypotheses are tested by T-test and F-test. The test results show that brand image, product quality, both partially and simultaneously have a positive and significant effect on purchasing decisions, while price perceptions have a negative and insignificant effect on decision to buy iphone mobile phones by the students of Faculty Of Economic, State University of Gorontalo, the class of 2019

List of global smartphone market share in the third quarter of 2019 from the Gartner research institute (Gartner) Samsung still dominates the global smartphone industry to 20.4 percent of market share, up around 2 percent from the same period last year. However, Huawei recorded the largest growth of 4 percent. In the third quarter of 2019, Huawei controlled the global smartphone market share by 17 percent so that it sat in second place after Samsung Meanwhile, Apple in the third position has a market share decline of 1.3 percent, from 11.8 percent last year to 10.5 percent. iPhone shipments fell 10.7 percent from the range of 45 million units to 40 million units. From the table above shows a significant decline occurred in iPhone sales in Asia Pacific.
The decline in iPhone sales does not appear suddenly, but there are several reasons for the decline in sales because the price is expensive and not comparable with the facilities obtained, a faster iPhone release date makes the iPhone sales increase faster. On the other hand the decline in iphone sales will also come faster along with the emergence of competitors with better quality.
In addition to the above reasons, currently there are many refurbished iPhones on the market due to the large number of warranty claims received by Apple. Refurbished iPhones are used devices that result from warranty claims or software and hardware defects by users. The product was repaired, then retested thoroughly and remarketed by Apple at a cheaper price. However, consumers in Indonesia became to lack of confidence in the quality of refurbished products as evidenced by the petition signed by more than 200,000 consumers who refuse the existence of a refurbished iPhone.
Some iPhone users complained about existing iPhone facilities such as not being able to send data with other smartphones via Bluetooth, all content downloaded paid, and the absence of an external memory slot. Refurbished products made by the iPhone make many consumers become afraid to buy an iPhone. This happens because refurbished products were have been damaged so that consumers doubt the quality of it. (www.tabloidhape.com) In the minds of consumers, price perception is an important consideration in buying a product because price is one of the determining factors in raising consumer buying decisions. The price of an iPhone may seem expensive compared to its competitors, but the iPhone works with a different operating system (iOS) so that the iPhone has more sophistication than its competitors, especially the Android operating system. However, there are many consumers who consider that iPhone are currently too expensive, ranging from $200 for iphone 4 (initial product) to $1.715 for iPhone 11 (newest product).

Identification of problems
There are some problems that identified in this study are: the declining sales of iPhone that affect sales of iPhone, The Brand Image of iPhone began to weak because iPhone is no longer an exclusive product, the emergence of refurbished iPhone makes people begin to doubt the quality of the iPhone on the market, the price of the iPhone is not comparable to owned quality and resulted in a decline in iPhone sales, the decline in iPhone purchasing may caused by the emergence of refurbished iphone.

Formulation of the problem
The formulation of the problem in this study are: 1. Does the brand image partially have a significant influence on iPhone purchasing decisions? 2. Does the product quality partially have a significant effect on purchasing decisions? 3. Does the price perception partially have a significant effect on purchasing decisions? 4. Does the brand image, product quality, and price perception simultaneously have a significant influence on purchasing decisions

Consumer Behavior
Consumer behavior according to Swastha and Handoko (2000) as behavior that is shown by consumers in searching for, buying, using, evaluating and spending the products and services that they expect will satisfy their needs. Based on this opinion it can be concluded that consumer behavior is all psychological activities, actions and processes that drive such actions before buying, when buying, using products and services after doing the above mentioned things or evaluating activities. There are two important elements of the meaning of consumer behavior, namely the process of decision making and physical activity, all of which involve individuals in assessing, obtaining and using goods and services economically. Individuals who make purchases to meet their personal needs or household consumption can be called end consumers. But that does not mean that other people are not involved in the buying process, however many people will be involved in making a decision to buy (Goenadhi, 2011) Buying Decision the definition of a purchasing decision is the stage in the decision making process where the consumer actually buys (Kotler, 2001). Decision making is an individual activity that is directly involved in obtaining and using the goods offered. The purchasing decision process can go through five stages of the purchasing process (Kotler, 2005), namely:

. The Problem Recognizion Stage
Is the first stage in a purchasing process, consumers begin to recognize the existence of a problem or need. The extent to which a product can meet customer expectations as long as consumers can also affect the introduction of needs and also customer satisfaction with the product. When a product can meet the needs of consumers, the actual and desired conditions will be aligned. But on the contrary, a product that does not meet the needs of consumers will result in actual circumstances that deviate from the desired state and this will trigger the introduction of needs, when repurchase is done by consumers.

Search for information
A consumer who is driven by his needs may also seek information about a product that will meet his needs and solve his problem. Consumers can get information from many sources. Sources of consumer information include: a. Personal sources (family, friends) b. Commercial sources (advertising, sales force) c. Public sources (electronic media, print media)

Alternative evaluation
Before making the purchase phase of a product, consumers also see other alternatives that can be used to meet their needs. Consumers will choose the attributes that will provide the benefits sought.

Purchase decision stage
The Consumer will determine choices and forms of purchase intentions after going through the previous stages, consumers will usually buy the product that best meets their needs. Consumers can also delay or avoid purchasing decisions if the risks faced are large when buying the product

Behavior after purchase
The consumer will evaluate the product he bought whether it is satisfactory or not, if it is satisfying and in accordance with consumer expectations, there is a possibility he will return to buy the product. (Kotler, 1996)

Brand Image
Brand Image is the consumer's assessment of the brand in a market. Brand image is created based on personal experience or hearing the reputation of a brand from other people or the media. (Hoeffler and Keller, 2003). According to Hsieh et al (in Roslina: 2009), proposed three concepts to measure brand image namely; (1) functional benefits (functional benefits), which are designed to satisfy the needs of consumers in order to solve problems related to consumption. (2) symbolic benefits (symbolic benefits) are designed to meet consumer desires to enhance themselves (self-enhancement), role positions, membership in a group (group membership), or identification of the ego (ego indentification). (3) the benefits of experience (experiential benefit) which is designed to meet the desires of consumers relating to sensory pleasure (sensory pleasure), diversity (variety), and cognitive stimulation (cognitive stimulation).

Brands and Perceptions
According to Ferrinadewi (2008) Brand image is a perception of a brand that is a reflection of consumers' memory of their association with the brand. It can also be said that Brand Image is a concept created by consumers because of subjective reasons and personal emotions. Brand Image consists of components, namely brand association or favorability, strength & uniqueness of brand association or positive attitude. Positive attitude (favorability) and the uniqueness of brand associations consists of 3 things in the minds of consumers, namely the existence of desires, then the belief that certain brands can fulfill their desires and the most important is the consumer's belief that the brand has a significant difference compared to other brands. There are several aspects that make brand image so varied, namely: 1. where the location of the image / image means whether the image is in the minds of consumers or indeed on the object. 2. Its nature means whether the image refers to a process, form or a transaction. 3. The number means how many dimensions make up the image.

Product Quality
According to Kotler and Armstrong (2001), a product is anything that can be offered to the market to get attention, be bought, used, or consumed that can satisfy the desires or needs. Conceptually, the product is a subjective understanding of the manufacturer of something that can be offered as an effort to achieve organizational goals through meeting the needs and activities of consumers, in accordance with the competence and capacity of the organization and the purchasing power of the market. In addition, the product can also be defined as consumer perceptions described by producers through their production results. According to David (1998) there are eight dimensions of product quality, namely: a) Performance Performance is the main characteristic or function of a product. This is the main benefit or efficacy of the products we buy. Usually this is our first consideration in buying a product. b) Product Features feature dimensions are additional characteristics or characteristics that complement the basic benefits of a product. Features are optional for consumers. When the main benefits have become standard, features are often added. features can improve product quality if competitors do not have them c) Reliability The reliability dimension is the opportunity for a product to be free from failures when carrying out its functions. d) Conformity with specifications (conformance to specification) Conformance is the conformity of product performance with the stated standards of a product. This is a kind of "promise" that must be fulfilled by the product. Products that have the quality of these dimensions mean that they are in accordance with the standards. e) Durability Durability indicates to the age of the product, i.e. the amount of use of a product before the product is replaced or damaged. The longer the durability of course the more durable, durable products will be perceived as being of higher quality than products that are quickly used up or replaced quickly. f) Can be improved (serviceability) In accordance with its meaning, here the quality of the product is determined on the basis of its ability to be improved: easy, fast, and competent. Products that can be repaired are of course of higher quality compared to products that are not or difficult to repair if damaged. g) Beauty (aestethic) The beauty involves the appearance of products that can make consumers like. This is often done in the form of product design or packaging. Some brands are updated "face" to be more beautiful in the eyes of consumers. h) Perceived quality This is about concerns of the consumer's assessment of the image, brand, products of well-known branded products are usually perceived as being of higher quality compared to brands that are rarely or never heard of.

Price Perception
Price is the sum of all values given by customers to benefit from owning or using a product, both goods and services (Kotler, 2008). Consumers are different individuals with different needs. The ratings given for each product used by consumers are different from each other. Consumer perceptions of a price value varies so that a company must produce Perception has a great influence in every consumer's mind in assessing a product. (Prabowo, 2016). Price depends solely on company policy, but of course taking into account various things. The price is said to be expensive, cheap, or mediocre for each individual does not have to be the same, because it depends on the individual behind the environment and individual conditions. To be successful in marketing an item or service, every company must set prices accordingly. The pricing decision of a company is influenced by both the internal factors of the company and external environmental factors. (Omg and Sugiharto 2013).

Conceptual Framework
The framework of thought is a synthesis of a set of theories set out in a literature review, which is basically a systematic picture of the performance of a theory in providing solutions and alternative solutions to a set of problems. The variables in this study include brand image, product quality, price perception and purchasing decisions. Figure 1 Hypothesis Hypothesis is a statement about a concept that need to be tested for its truth (Siregar, 2016 (Sugiyono, 2013). The intended consideration is the criteria determined by the researcher to determine the sampling, including the following criteria: a) Faculty of Economics students class of 2019. b) Aged 18 years and over. c) Students who have used or are using an iPhone mobile phones.

Sample
The research subject in this study were 440 students, than obtained a research sample of 10% of the total population that met the criteria of 44 students as according to the opinion of Arikunto (2012). Data collection methods were used such as: observation, interviews and questionnaires. Data analysis techniques was using a descriptive analysis and multiple linear regression.

Validity test
Validity is a measure that shows the validity of a questionnaire. Validity test is done by bivariate analysis which is to see the correlation between each indicator with the total construct score. Done by comparing the value of r count with r table for degree offreedom (df) = n-2, in this case the number of samples. The number of samples (n) in this study was 44, so the magnitude of df is 44-2 = 42, with a significance of 5% obtained r  Based on table 11 it can be seen that the tolerance value of the product quality and price variables is more than 0.10 and the VIF is less than 10, it can be concluded that in the regression model, multicollinity does not occur.

Multiple Regression Analysis
This analysis is used to find out how an independent variables influence the dependent variable both simultaneously and partially. increases, then the value of Y will also increase by 0.135. c. The beta coefficient value on product quality is 0.107, meaning that the quality of the product (X2) increases, then the value of Y will also increase by 0.107. d. The beta coefficient value on price perception (X3) is 0.044 and is negative, this shows that price perception has a opposite direction to the purchase decision. This implies that every increase in perception of the price of one unit, the purchase decision will decrease by 0.044 assuming that the other independent variables of the regression model are fixed.

The Influence of Brand Image on Purchasing Decisions
The results of this study indicate that there is a partially positive and significant influence of brand image on iphone purchasing decisions based on the partial test results (t-count) the influence of brand image on purchase decisions obtained regression coefficients 0.135 and t-count (1.966)> t-table (1.683). This because some of the first factors lifestyle habits among students tend to be excessive so students usually shop for branded goods, they feel proud and classy when using an iPhone. Second, iPhone is a trusted brand. So it can be concluded that brand image has a positive and significant effect on iPhone purchasing decisions on Faculty of Economics students, State University Of Gorontalo, The Class of 2019

The Influence of Product Quality on Purchasing Decisions
The results of this study indicate that there is a partially positive and significant influence on product quality on Iphone purchasing decisions. Based on the partial test results (t-count) the influence of product quality on purchasing decisions Product quality variable (X2) with a regression coefficient of 0.107 indicates tcount (1.996)> t-table (1.683) has a positive and significant effect. This shows that the product quality has influences the iPhone purchasing decisions on the Faculty of Economics students. This because some of the first things some students buy iPhone because of its application inside was very entertained. Second, the iPhone has a strong and durable endurance, and third, the iPhone has an excellent performances. So it can be concluded that product quality has a positive and significant effect on iPhone purchasing decisions, s the second hypothesis is proven. This shows that the product quality has influence the iPhone purchasing decisions on the Faculty of Economics students, The, State University Of Gorontalo, The Class of 2019.

The Influence of Price Perception on Purchasing Decisions
The results of this study indicate that there is no effect of price perception partially on iPhone purchasing decisions on The Faculty of Economics students. Price perception variable (X3) with a regression coefficient of -0.044 shows t-count (0.663)> t-table (1.683) has influence purchasing decisions negatively and not significant. This because some students thought that the brand will provides added value for them, because of their perceptions make that students become interested in buying it, so they will be willing to buy / pay dearly to get the goods they want and there is an assumption that the more expensive an item then the quality of the goods is getting better so that most students buy an item without seeing the price but only consider the quality that will be obtained.

The Influence of Brand Image, Product Quality, and Price Perception on Purchasing Decisions
Based on the results of the simultaneous test calculations obtained Fcount (4.140)> Ftable (2.83). So it can be concluded Price Perception, Brand Image, and Product Quality simultaneously influence the Purchasing Decision of iPhone. When compared with the expected significance level of 5%, the significance of the F-count is smaller than the expected significant level (0% <5%). Thus the brand image, product quality, simultaneously has a positive and significant influence on purchasing decisions while price perception has a negative influence on purchasing decisions of iPhone