This study analyzed the effect of product quality, brand image, and price
perception on the buying interest of apple iPhone in Purwokerto. The population
of this research is university students around Purwokerto. The sampling method
used was purposive sampling, with a total of 100 samples with some required
criteria. The questionnaire was used as a data collection tool. The regression
analysis results showed that product quality partially had a significant positive
effect on buying interest. Brand image partially had a significant positive effect on
buying interest. Price Perception partially had a significant positive effect on
buying interest. Moreover, Product Quality, Brand Image, and Brand Price
Perception simultaneously had a significant effect on buying interest.