Pengaruh Citra Merek, Kualitas Produk, dan Gaya Hidup Terhadap Keputusan Pembelian Iphone (Studi Pada Mahasiswa/Mahasiswi Universitas 17 Agustus Surabaya). (The Influence of Brand Image, Product Quality, and Lifestyle on iPhone Purchase Decisions (A Study on Students of 17 August University Surabaya)).

Pratama, Krisna Maulana (2024) Pengaruh Citra Merek, Kualitas Produk, dan Gaya Hidup Terhadap Keputusan Pembelian Iphone (Studi Pada Mahasiswa/Mahasiswi Universitas 17 Agustus Surabaya). (The Influence of Brand Image, Product Quality, and Lifestyle on iPhone Purchase Decisions (A Study on Students of 17 August University Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to analyze the influence of brand image, product quality and lifestyle on purchasing decisions for iPhones. This research was conducted on iPhone products, a study on students at the University of 17 August 1945 Surabaya. The main aim is to test these factors influencing purchasing preferences for iPhone products, as one of the smart phones that is quite popular in Indonesia. This research methodology uses a quantitative approach by collecting data using a survey with a questionnaire distributed to students at the University of 17 August 1945 Surabaya who use iPhone smartphones. Statistical analysis techniques, such as regression analysis, are used to test hypotheses and show the importance of the influence of each independent variable on purchasing decisions. And hypothesis testing is tested using the t test and f test. The test results show that brand image, product quality and lifestyle, both partially and simultaneously, have a positive and significant effect on iPhone purchasing decisions among students at 17 August University, Surabaya. The implications of these findings lead to a deeper understanding of the main factors that influence consumer decisions, especially students at the University of 17 August 1945 Surabaya, in purchasing iPhone products.

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