Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Di Kota Singaraja

Abstract

This study aims to examine the effect of lifestyle and product quality on iPhone purchasing decisions in Singaraja City. The research design used is causal quantitative research. Determination of the sample in the study using a non-probability sampling technique, namely purposive sampling. The number of samples used is 120 respondents. The instrument used in data collection is a questionnaire and the data analysis technique used is multiple linear regression analysis. The results of this study are: (1) Lifestyle and product quality have a significant effect on iPhone purchasing decisions in Singaraja City. (2) Lifestyle has a positive and significant effect on iPhone purchasing decisions in Singaraja City. (3) Product quality has a positive and significant effect on iPhone purchasing decisions in Singaraja City.