PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE DI ERAFONE SALATIGA: PERAN GAYA HIDUP ISLAMI SEBAGAI PEMODERASI

Abstract

This study aims to provide empirical evidence about brand image on purchasing decisions. This study also provides empirical evidence about Islamic lifestyle as a moderating variable that moderates the effect of brand image on purchasing decisions. This study uses accidental sampling method. The sample used in this study was 60 respondents who were taken from the Erafone Salatiga consumer population of 150 people, by first being processed using the Slovin formula. Data analysis in this study is quantitative using multiple linear regression methods and the data is then processed using the SPSS 25.0 programme. The results showed that brand image had a positive and significant effect with a significance value of 0.000 <0.05. This study also found that brand image on purchasing decisions moderated by Islamic lifestyle has a positive and significant effect by having a significance value of 0.002 <0.05.