The Influence of Competitive Advantage and Brand Experience on Iphone Purchase Decisions

Authors

  • Meilly Cristina Br Sembiring Universitas Medan Area
  • Nindya Yunita Universitas Medan Area
  • Eka Dewi Setia Tarigan Universitas Medan Area

Keywords:

Competitive Advantage; Brand Experience; Purchase Decision

Abstract

This study aims to determine the influence of competitive advantage and brand experience on iPhone purchase decisions in grade X students of SMA Negeri 2 Medan. This quantitative research uses accidental sampling and data analysis with SPSS version 26. The results of the hypothesis test showed that competitive advantage (calculated 5,174 > ttable 1,664, significance 0.00) and brand experience (calculated 6,344 > ttable 1,664) had a positive and significant effect on purchase decisions. Simultaneous tests showed that the two variables had a significant effect (Fcal 67,421 > Ftable 2.37, Fsig 0.00).

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Published

2024-08-20

How to Cite

Br Sembiring, M. C., Yunita, N., & Dewi Setia Tarigan, E. (2024). The Influence of Competitive Advantage and Brand Experience on Iphone Purchase Decisions . 1St International Conference Epicentrum of Economic Global Framework, 1(1), 75–81. Retrieved from https://proceeding.pancabudi.ac.id/index.php/ICEEGLOF/article/view/117

Issue

Vol. 1 No. 1 (2024): 1St International Conference Epicentrum of Economic Global Framework

Section

Articles