Pengaruh Citra Merek dan Gaya Hidup terhadap Keputusan Pembelian Smartphone Xiaomi (Survey pada Karyawan PT. Ajinomoto Indonesia Karawang Factory Departemen Sajiku)

Abstract

Technology and the lifestyle of Indonesian people are currently experiencing developments. Many Indonesian people want prestige smartphones with high quality. A good brand image given by a product can give consumers confidence in using the product to support activities that suit their lifestyle. The purpose of this study was to determine the effect of brand image and lifestyle on Xiaomi smartphone purchasing decisions. The research method used in this research is quantitative with descriptive and verification. The sampling technique in this study was purposive sampling with an unknown population. To determine the number of samples, the formula used was lemeshow. Data processing techniques in this study used multiple linear regression analysis with the help of SPSS. The results of the analysis show that the brand image variable has a positive and significant effect on purchasing decisions and lifestyle variables have a positive and significant effect on purchasing decisions. Meanwhile, brand image and lifestyle variables simultaneously have a positive and significant effect on purchasing decisions.