ANALISIS PENGARUH GAYA HIDUP, FITUR PRODUK, DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE DI KOTA MATARAM

ANALYSIS OF THE INFLUENCE OF LIFESTYLE, PRODUCT FEATURES, AND BRAND EQUITY ON THE PURCHASE DECISION OF IPHONE BRAND SMARTPHONES IN MATARAM CITY

Abstract

This research aims to analyze the influence of lifestyle, product features and brand equity on purchasing decisions for iPhone brand smartphones in Mataram City. The type of research used is quantitative research with an associative approach. The subjects of this research were 100 iPhone brand smartphone buyers in Mataram City. The sampling technique used was non-probability sampling with purposive sampling and hypothesis testing using multiple linear regression analysis via SPSS software. The research results show that (1) lifestyle has a positive and significant influence on the decision to purchase an iPhone brand smartphone in Mataram City, (2) product features have a positive and significant influence on the decision to purchase an iPhone brand smartphone in Mataram City, (3) brand equity has a positive and significant influence on the decision to purchase an iPhone brand smartphone in Mataram City