PENGARUH HARGA, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE

Abstract

This research aimed to analyze the effect of price, brand image, and lifestyle on the purchasing decision of iPhone smartphones at the students of STIESIA Surabaya. The research was categorized as qualitative research with a descriptive approach, which the result was changed into quantitative. Furthermore, the data collection technique used incidental sampling methods with infinite populations. Moreover, the research instrument was questionnaires that were distributed to 100 respondents of students. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). In addition, the instrument testing used a validity and reliability test, proper model test with f- test, multiple determination coefficients and a hypothesis test which used t-test. Based on the result of model feasibility test, it shows that the regressions models which have been generated is feasible and it can be used for further analysis. The research result indicated that price had a positive and significant effect on the purchasing decision. Likewise, the brand image had a positive and significant effect on the purchasing decision. Similarly, lifestyle had a positive and significant effect on the purchasing decision of iPhone smartphones at the students of Schools of Economic Indonesia (STIESIA) Surabaya.