Pengaruh Brand Image, Kualitas Produk, Lifestyle Dan Inovasi Produk Terhadap Keputusan Pembelian Iphone (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang)

Abstract

Abstract

This study aims to analyze the influence of Brand image, product quality, lifestyle, and product innovation on the purchasing decision of iPhones among students of the Faculty of Economics and Business at the Islamic University of Malang. This research employs a quantitative approach with an explanatory research design and involves 90 respondents selected through a snowball sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The findings indicate that Brand image, product quality, lifestyle, and product innovation have a positive and significant influence on iPhone purchasing decisions, both partially and simultaneously. Brand image emerges as the dominant factor due to its ability to shape perceptions of prestige and trust in the product. This study is limited by its narrow sample scope, the use of closed questionnaires, and a cross-sectional research design. Therefore, future research is recommended to expand the population, add new variables, and apply qualitative approaches for deeper insight.

Keywords: Brand image, Product Quality, Lifestyle, Product Innovation, Purchasing Decision