PENGARUH GAYA HIDUP DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA MAHASISWA STIESIA

Abstract

This research aimed to find out the direct effect of lifestyle, product quality, and brand image on the purchasing
decisions of iPhones; also the indirect effect of lifestyle and product quality on the purchasing decisions of iPhones
with the brand image as the intervening variable. The variables were lifestyle, product quality, brand image, and
purchasing decisions. The population was students of STIESIA Surabaya who took the S1 Management program
in 2019, during their odd semester in 2022; consisting of 301 students. Moreover, the data collection technique
used non-probability sampling with the Slovin formula. In line with that, there were 175 samples. Furthermore,
the instrument of data collection technique used questionnaires. The questionnaires were distributed to the
respondents. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0. The
result concluded that lifestyle, product quality, and brand image had a significantly positive effect on purchasing
decisions. Likewise, both lifestyle and product quality had a significantly positive effect on brand image. In
addition, lifestyle had a significantly positive effect on purchasing decisions, through brand image. Similarly,
product quality had a significantly positive effect on purchasing decisions through brand image.