Analysis of Perceived Value and Social Influence as an Influence of Consumer's Purchase Decision Iphone Users in Semarang City

This study aims to determine the effect of Perceived Value and Social Influence towards consumer’s purchase decision of iPhone users. This study uses a quantitative approach. The population in this study are customers who have purchased an iPhone in January – June 2022. The sample used is 100 customers. The sampling technique in this study was to use non-probability Purposive Sampling. Data is collected using a questionnaire that has been tested for validity and reliability. Data analysis techniques used in this research was classical assumption test, multiple linear analysis, coefficient of determination, F-test, and T-test. Data processing is carried out using SPSS version 25. The results of this study indicate that perceived value and social influence have a positive and significant effect on purchase decisions