Pengaruh Harga, Online To Offline (020) Experience, Dan Brand Image Terhadap Keputusan Pembelian Iphone Di Jakarta

THE INFLUENCE OF PRICE, ONLINE TO OFFLINE (020) EXPERIENCE, AND BRAND IMAGE ON IPHONE PURCHASE DECISIONS IN JAKARTA The increasingly competitive smartphone industry in Indonesia, particularly in the premium segment, encourages companies to understand the factors that influence consumer purchasing decisions. iPhone, as one of the leading premium smartphone brands, has strong appeal among consumers in Jakarta, both in terms of price, shopping experience, and brand image. This study aims to analyze the effect of Price, Online to Offline (O2O) Experience, and Brand Image on iPhone Purchase Decisions in Jakarta. The research adopts a quantitative approach using a survey method through a Likert scale questionnaire ranging from 1 to 5, distributed to 100 respondents who have previously evaluated or purchased an iPhone. The price variable is measured through indicators of price fairness, price competitiveness, and value for money. O2O experience is measured through channel integration, seamless transition, and personalized experience, while brand image is measured through brand recognition, brand recall, and top-of-mind awareness. The collected data are analyzed using multiple linear regression to examine both partial and simultaneous effects of the independent variables on purchase decisions. Based on the theoretical framework and findings from previous studies, the three variables are expected to have a positive and significant influence on iPhone purchase decisions in Jakarta. This study is expected to provide a comprehensive understanding of the factors considered by consumers when making iPhone purchase decisions, particularly regarding price perceptions, integrated online and offline shopping experiences, and brand image as a premium technology product.