THE EFFECT OF LIFESTYLE, BRAND IMAGE, PRODUCT QUALITY AND PRICE ON THE DECISION PURCHASE IPHONE

Tifani Dwi Prastika, Dian Citaningtyas Ari Kadi

Abstract


Abstrak
Penelitian ini menganalisis pengaruh life style, brand image, kualitas produk, dan harga terhadap keputusan pembelian iPhone second bergaransi ex internasional pada Generasi Z di Kota Madiun. Menggunakan pendekatan kuantitatif dengan probability dan purposive sampling, diperoleh 385 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SPSS 27. Hasil uji t menunjukkan keempat variabel berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian, sedangkan uji F menunjukkan pengaruh positif dan signifikan secara simultan. Temuan ini menyarankan pelaku usaha untuk menyesuaikan strategi pemasaran dengan gaya hidup Gen Z, memperkuat citra merek, meningkatkan kualitas produk, dan menawarkan harga kompetitif.
Kata kunci: life style, brand image, kualitas produk, harga, keputusan pembelian, iPhone second ex internasional, (Studi Kasus Konsumen Gen Z di Madiun).
Abstract
This study analyzes the influence of lifestyle, brand image, product quality, and price on purchasing decisions for second-hand iPhones with ex-international warranties among Generation Z in Madiun City. Using a quantitative approach with probability and purposive sampling, 385 respondents were obtained. Data were collected through questionnaires and analyzed using SPSS 27. The t-test results showed that all four variables had a positive and significant partial effect on purchasing decisions, while the F-test showed a positive and significant simultaneous effect. These findings suggest that business actors should adjust their marketing strategies to the Gen Z lifestyle, strengthen brand image, improve product quality, and offer competitive prices.
Keywords: lifestyle, brand image, product quality, price, purchasing decision, second-hand iPhone ex-international, (Case Study of Gen Z Consumers in Madiun ).


Full Text:

PDF

References


Amilial, S (2017). The Influence of Brand Image, Price, and Product Quality on Purchasing Decisions of Xiaomi Brand Mobile Phones in Langsa City. Unsam Journal of Management and Finance, 6 (1), 660-669.

Kaharuddin , EK, Haeruddin , M., & Moses , M . I. ( 2023). Influence Image Brand , Quality Products and Lifestyle To Decision Purchase iPhone Studies Case On Study Program Students Management Faculty Economy University Makassar State . Decision: Journal Economics and Business , 4(1), 163–171. https://doi.org/10.31850/decision.v4i1.2151

Kotler, P., & Keller, K. L. ( 2019 ). Management marketing ( Edition 15th ). Jakarta : Erlangga .

Kotler, P., & Armstrong, G. (2012). Principles marketing ( 14th Edition ). Jakarta: Erlangga .

Maharani SV, Hartono S, Maryam S. (2025), The Influence of Lifestyle, Brand Image , and Price Perception on Purchase Decisions of Secondhand iPhones Internationally in Surakarta. Social, Humanities, and Educational Studies . SHE.s: Conference Series 8 (2) (2025) 49-61.

Mustofa , AN & Wiyadi . (2023) . Influence Brand Image , Quality Product , Perception Price , Lifestyle To Decision Purchase Smartphone iPhone. Journal Value : Journal Management And Accounting . 136–147

Sriwahyuni , N., & Telagawathi , NLWS, (2021). The Influence of Lifestyle And Image Brand To Decision Purchase Xiaomi Smartphones in the Regency Buleleng . Undiksha Journal of Economic Education, 13(1), 152-163. https://doi.org/10.23887/jjpe.v13i1.32612

Wahyuningrum A, (2024). The Influence of Lifestyle, Brand Image, Product Quality and Price on Purchase Decisions of Used iPhones with Ex International Warranty in Madiun City. ( Thesis , Universitas PGRI Madiun ) . Universitas PGRI Madiun Repository .


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun