THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER PURCHASE DECISION (CASE STUDY OF IPHONE CONSUMERS IN MAKASSAR CITY) = THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER PURCHASE DECISION (CASE STUDY OF IPHONE CONSUMERS IN MAKASSAR CITY)

This research aims to determine the impact of various brand personality dimensions, specifically sincerity, excitement, competence, sophistication, and ruggedness, on the purchase decisions of iPhone consumers in Makassar. Utilizing a quantitative approach with 120 iPhone users as respondents, data were collected through a structured questionnaire and analyzed using IBM SPSS 25 software. The analysis used in this study is multiple regression analysis, with a significance level of 0.5. The t-test results indicate that excitement has a significant positive impact on purchase decisions, with a calculated t-statistic of 3.792 and a significance value of 0.004, which is below the threshold of 0.1. Similarly, sincerity, competence, sophistication, and ruggedness also
show significant positive effects on purchase decisions. These findings underscore the importance of these brand personality traits in influencing consumer behavior, suggesting that companies should strategically enhance these attributes to drive consumer purchasing decisions. The study contributes to the existing literature by providing empirical evidence from the context of iPhone consumers in Makassar, reinforcing the relevance of brand personality in marketing strategies.