Pengaruh Lifestyle, Quality Product, Online Customer Review, Dan Online Customer Trust Terhadap Keputusan Pembelian Smartphone Iphone (Studi Kasus Pada Mahasiswa Di Kota Malang)

Abstract

Abstract

 

This study aims to determine how much influence lifestyle, product quality, online customer reviews, and online customer trust have on purchasing decisions for Iphone smartphones (case study of students in Malang City). The number of samples determined using the Malhotra formula and the results obtained were 100 respondents. Data was obtained by distributing questionnaires to students in Malang City and selected by purposive sampling. Data analysis in this study using SPSS. The data testing techniques used in this study include validity test, reliability test, normality test, classical assumption test, multiple linear regression analysis test, f test, t test and coefficient of determination (R2) test. The results of this study indicate that lifestyle, product quality, and online customer trust have a positive and significant effect on purchasing decisions. Meanwhile, online customer review has a negative and significant effect on purchasing decisions.

 

Keywords: Lifestyle, Quality Product, Online Customer Review, Online Customer Trust, and Purchasing Decisions