The Role of Brand Image In Mediating The Relationship of Product Quality And Price Fairness With Purchase Decision (A Case Study of the IPhone Product in Denpasar City)

The aim of this study is to explain the role of brand image in mediating the relationship of Product Quality and Price Fairness with Purchase Decision. This study was conducted in Denpasar City with a total sample of 190 respondents who are IPhone users. The sample was determined using a non-probability sampling method, namely the purposive sampling technique. The data analysis techniques utilized are the path analysis and the sobel test using the SPSS program for windows. The research results showed that all the research hypotheses are accepted. Product quality and price fairness have a positive and significant influence on brand image, and brand image has a positive and significant influence on purchase decision. This study is also able to prove that brand image is capable of mediating the influence of product quality and price fairness on purchase decision. From the implications of this study, it is recommended for the IPhone distributors in Denpasar City to maintain their good product quality and price fairness so that the brand image improves and stimulates the purchase decision for iPhone products in Denpasar City.