PENGARUH CITRA MEREK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE (STUDI KASUS TERHADAP GENERASI Z KOTA SURABAYA)

Abstract

Despite the competition among the smartphone industry being really competitive, many Indonesian people are interested in running the business, especially in Surabaya. There are many brands of smartphones which come up in the market, one of them is iPhone. In the first quarter of 2020, iPhone sales increased by 8.2%. (Gartner, Inc 2020). Apple Inc sold around 40,92 million smartphones in the first quarter of 2020, a decrease of about 3,7 million units in the first quarter of 2019. Therefore, this research aimed to find out the effect of brand image, price, and lifestyle on consumers’ buying decisions of iPhone. The research was quantitative. While the population was Z-generation in Surabaya who used iPhone. Moreover, the instrument in data collection technique used questionnaires of Google form. Furthermore, the questionnaires were distributed to 100 respondents of consumers as a research sample. Furthermore, the data analysis technique used multiple linear regression. The research result concluded that brand image had a positive and significant effect on consumers; buying decisions. Likewise, price had a positive and significant effect on consumers; buying decisions. Similarly, lifestyle had a positive and significant effect on consumers’ buying decisions of iPhone for Z- generation in Surabaya.