PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE

Abstract

This study aims to determine the effect of Brand Image, Product Quality and Lifestyle on iPhone smartphone purchasing decisions. This type of research is explanative by taking the sample using the Non Probability Sampling method with a total of 130 respondents. Statistical tests and data processing were carried out using Partial Least Square (SmartPLS 3.0). The findings in this study indicate that brand image has no effect on purchasing decisions, product quality has a significant and positive effect on purchasing decisions, lifestyle has a significant and positive effect on purchasing decisions. The findings also show that lifestyle is the variable that most influences the iPhone smartphone Purchase Decision.

Keywords: Brand image, product quality, lifestyle, purchase decision