Pengaruh Lifestyle dan Brand Image terhadap Keputusan Pembelian IPhone Pada Mahasiswa di Universitas AMIKOM Purwokerto

Abstract

Globalization has led to growth in the field of communication and increasing the number of smartphone users. The purpose of this study was to determine the effect of "Lifestyle" and "Brand Image" on iPhone purchasing decisions at AMIKOM Purwokerto University students. Random and directed sampling was carried out in this study using a quantitative approach. Data analysis techniques used is validity and reliability tests, regression analysis tests, multicollinearity tests, heteroscedasticity tests, linearity tests, normality tests, and hypothesis testing (t-test). Based on the results of testing the Lifestyle variable (X1) partially negative because t count < t-table (1.341 < 3.410) which has no significant effect on IPhone Purchase Decisions. While testing the Brand Image variable (X2) produces t-count < t-table (4.661 > 3.410), so it has a partial positive significance value that has a positive and significant effect on IPhone Purchase Decisions.