MULYADI PUTRA, - (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE PADA MAHASISWA UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU. Skripsi thesis, Universitas Islam Negeri Sultan Syarif Kasim Riau.

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Abstract

ABSTRACT INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND LIFESTYLE ON THE PURCHASE DECISIONS OF IPHONE BRAND SMARTPHONES IN STUDENTS OF SULTAN SYARIF KASIM RIAU STATE ISLAMIC UNIVERSITY By: Mulyadi Putra 11970113739 Purchasing decision is the consumer's final decision to buy or not an item or service by comparing many considerations. When making a purchase decision, there are often several choices between two or more alternatives. The purpose of this study was to analyze the effect of brand image, product quality and lifestyle on purchasing decisions for iPhone brand smartphones among students at Sultan Syarif Kasim Riau State Islamic University. The population in this study were students using the iPhone with a sampling technique using the Accidental Sampling method, totaling 100 respondents. Based on the results of this study, it shows that brand image, product quality and lifestyle influence purchasing decisions either partially or simultaneously. The results of the Coefficient of Determination (R2) show that the magnitude of the influence of the three independent variables together on the dependent variable is 58,8% and the remaining 41,2% is another variable that was not examined in this study. Keywords: Brand Image, Product Quality, Lifestyle, Purchase Decision.

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