Pengaruh Kualitas Produk, Gaya Hidup, dan Citra Merek Terhadap Keputusan Pembelian Iphone pada Generasi Z Kota Malang

Abstract

Abstract

This study aims to determine how brand image, lifestyle, and product quality influence Generation Z’s decision to purchase an iPhone in Malang. This study was conducted using a quantitative approach via a survey method. Employing purposive sampling, the population consisted of Generation Z individuals who currently use or have previously purchased an iPhone in Malang City. The data were processed using multiple linear regression following their collection through a questionnaire-based survey. The results show that partially, product quality has a positive and significant effect on purchasing decisions, lifestyle has a positive and significant effect on purchasing decisions, and brand image also has a positive and significant effect on purchasing decisions. Simultaneously, product quality, lifestyle, and brand image have a significant effect on purchasing decisions of iPhone among Generation Z in Malang City. This study is expected  to provide contributions to companies in improving their marketing strategies, particularly in maintaining product quality, building a strong brand image, and understanding consumer lifestyles in order to increase purchasing decisions.

Keywords: Product Quality, Lifestyle, Brand Image, Purchasing Decision