PENGARUH LIFE STYLE, CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN IPHONE BEKAS BERGARANSI EX INTERNASIONAL DI KOTA MADIUN

Wahyuningrum Ahzammubasharoh, Apriyanti Apriyanti

Abstract


The purpose of this research is to determine the influence of Life Style, Brand Image, Product Quality and Price on the Decision to Purchase a Used iPhone with Ex International Guarantee in Madiun City. This research is quantitative research with a sample size of 384 respondents. The sampling method is purposive sampling. Data collection uses a questionnaire distributed via Google Form. The data analysis technique uses testing tools in the form of SPPS version 26 software. The results of this research are (1) Life style does not have a significant effect on purchasing decisions, (2) Brand image has a significant effect on purchasing decisions, (3) product quality has a significant effect on purchasing decisions, (4) Price has a significant effect on purchasing decisions. Purchase.

Keywords: Life Style, Brand Image, Product Quality, Price, Purchasing Decisions


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References


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