Pengaruh Harga, Promosi, dan Gaya Hidup terhadap Keputusan Pembelian Handphone Merek Iphone Pada Mahasiswa di Universitas Samudra

Abstract

This study aims to determine the effect of price, promotion, and lifestyle on the purchasing decision of iPhone smartphones among students at Universitas Samudra. The research is quantitative in nature, with the population being students of Universitas Samudra. The sampling technique used was accidental sampling, with a total of 100 respondents. The data were processed using SPSS 25, employing classical assumption tests, multiple linear regression, and hypothesis testing. The results of the study indicate that: (1) price has an insignificant effect on purchasing decisions, (2) promotion has a significant effect on purchasing decisions, and (3) lifestyle has an insignificant effect on purchasing decisions. Based on the coefficient of determination test, price, promotion, and lifestyle variables collectively influence the purchasing decision of iPhone smartphones among Universitas Samudra students by 20.4%, while the remaining 79.6% is influenced by other variables outside this research.