Title:
Analysis of the Influence of Product Quality, Lifestyle, and Brand Image on the Purchase Decision of Iphone Smartphones in Batulicin, Tanah Bumbu Regency

Authors:
Fredy Jayen, Abdul Kadir, Apippudin Adnan, Rifqi Amrulloh, Radiansyah, Indonesia

Abstract:

The purpose of this study was to determine the effect of Product Quality, Lifestyle, and Brand Image simultaneously or partially on Purchase Decision of Iphone Smartphones in Batulicin, Tanah Bumbu Regency. This study uses a quantitative approach with explanatory research, the type of data used in this research is quantitative data. The population in this study consists of iPhone users in Batulicin, Tanah Bumbu Regency. Since the population size is unknown in this study, the researcher used the Lemeshow Formula to determine the sample size, resulting in a final sample of 96.04 or rounded up to 100 respondents. To determine the causal relationship between the variables of Product Quality, Lifestyle, and Brand Image on the Purchase Decision of Iphone Smartphones in Batulicin, Tanah Bumbu Regency. The results of the study show that: 1) Simultaneously there is a significant influence between Product Quality, Lifestyle, and Brand Image on the Purchase Decision, 2) Partially, Product Quality, Lifestyle, and Brand Image on the Purchase Decision 3) Brand Image that have been tested, the dominant variable influencing the Purchase Decision of iPhone smartphones in Batulicin, Tanah Bumbu Regency is Lifestyle.

DOI: https://doi.org/10.51505/IJEBMR.2023.71002