The Influence of Brand Image, Lifestyle, and Product Quality on iPhone Purchasing Decisions Gen-Z.
Keywords:
Brand Image, Life Style, Product QualityAbstract
This study aims to determine (1) the influence of brand image, lifestyle, and product quality partially on the decision to purchase an iPhone among Gen-Z in Lamongan Regency. (2) the influence of brand image, lifestyle, and product quality simultaneously on the decision to purchase an iPhone among Gen-Z in Lamongan Regency. (3) the influence of brand image, lifestyle, and product quality is the most dominant on the decision to purchase an iPhone among Gen-Z in Lamongan Regency. This study uses a quantitative research method with a sample of 190 respondents and the data analysis method used is SPSS. The results of this study indicate that partially there is a significant positive influence between the variables of brand image, lifestyle, and product quality on the decision to purchase an iPhone among Gen-Z in Lamongan. Simultaneously there is a significant positive influence between the variables of brand image, lifestyle, and product quality on the decision to purchase an iPhone among Gen-Z in Lamongan. The variable of product quality has the most dominant influence on the decision to purchase an iPhone among Gen-Z in Lamongan.
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