THE INFLUENCE OF BRAND IMAGE AND LIFESTYLE  ON PURCHASING DECISIONS  IPHONE IN JAMBI CITY

Agesha Marsyaf; Dimas Ihza  Rifandi; Rian  Dani

doi:10.22437/jbsmr.v7i1.29680

Authors

Agesha Marsyaf Universitas Muhammadiyah Jambi
Dimas Ihza Rifandi University of Muhammadiyah Jambi
Rian Dani University of Islamic State Sultan Taha Syaefuddin, Jambi

DOI:

https://doi.org/10.22437/jbsmr.v7i1.29680

Keywords:

Brand Image, Lifestyle, Purchasing Decisions

Abstract

The purpose of this study is first to determine the effect of brand image on iPhone purchasing decisions. The second is to determine the effect of lifestyle on iPhone purchasing decisions. The third is to determine the effect of brand image and lifestyle on iPhone purchasing decisions. The first data analysis method used was the instrument test. Both are multiple linear regressions. The third uses hypothesis testing. The results of this study concluded that brand image and lifestyle influence iPhone purchasing decisions. Both brand image and lifestyle affect iPhone buying decisions. The three brand images and lifestyles simultaneously have a significant effect on iPhone purchasing decisions in Jambi City.

Downloads

Download data is not yet available.

References

Alfian, B.2012.The Influence of Brand Image on Toyota Kijang Inova Car Purchase Decision Making at PT. Hadji Kalla Polman Branch. Makassar: Faculty of Economics and Business and Business Hasanuddin University.

Aliefia Hanifaradiz, 2016. The influence of the marketing mix on the purchase decision of Lifebouy bath soap. Surabaya: Journal of Management Science and Research.

Bachtiar Eno Amaliah. 2012. The Influence of Brand Image on Moto Honda Buying Interest in Makassar.Faculty of Economics and Business.Hasanuddin University.Makassar.

Bandung: Alfabeta.

Bayu Prawira and Ni Nyoman Kerti Yasa.2014. The Influence of Product Quality, Brand Image and Price Perception on the Buying Interest of Samsung Smartphone Products in Denpasar City. Udayana University.

Daryanto. 2011. Marketing Management. Bandung: Satu Nusa.

DR. Riduwan, M.B.A, 2014. Methods and techniques for compiling a research proposal.

Duwi, Priyanto, 2019.Quantitative Research Methodology. Second Edition. Jakarta: Kencana.

Feriyanto. 2015. Introduction to Management. Jakarta: PT. King Grafinda. Andi Shahrum.

Gusmanto, Rahman hasibuan, 2014. Analysis of the influence of brand image, price perception and advertising attractiveness on consumer buying interest in Aqua brand gallon bottled water (AMDK) products. Batam : Clear Journal of Management Study Program.

https://www.cnbcindonesia.com/news/20200910163333-8-185918/menakar-bisnis-air-minum-dalam-kemasan CNBC Indonesia official data website, 2020.

Juliandi Azuar. 2013. Quantitative Research Methodology: for the Business sciences. Terrain.

Kotler and Amstrong. 2012. Marketing Basics. Jakarta: Intermedia.

Kotler, Philip and Keller, Kevin Lane. 2019. Marketing Management. Jakarta: Erlangga.

Mardalene and Sarinah. 2017. Introduction to Management. Yogyakarta: Deepublish, May 2017.

Pradipta Ayu Dyah. The Influence of Brand Image on Consumer Loyalty of PT. Pertamina (PERSERO) Enduro 4T in Makassar. Faculty of Economics and Business. Hasanuddin University. Makassar.

Pratama (2014) Analysis of the Influence of Brand Image, Ad Attractiveness, and Price on the Purchase Intention of Nokia Lumia Smartphone, Faculty of Economics and Business, Diponegoro University, Semarang.

Pujadi, Bambang. 2011. Study on the Influence of Brand Image on Buying Interest Through Attitudes.Diponegoro University. Semarang.

Purnomo, Agus, 2015. The influence of brand equity on consumer loyalty of Aqua brand bottled drinking water (AMDK) products. Banjarmasin : Marketing journal.

Rachman.2016. The Influence of Brand Image on iPhone Purchase Decision Making.Faculty of Economics and Business.Hasanuddin University. Makassar.

Raditya Anjana. 2013. The influence of lifestyle on Iphone purchase decisions in marketing communication students of Bina Nusantara University.

Rizki, Nurafdal. 2011.The Influence of Brand Image on Toyota Rush Car Purchase Decision Making at PT. Hadji Kalla in Makassar.

Saputra, Aswin.2012. The Effect of Brand Equity on Purchasing Decision MakingPurchasing Decision Blackberry Brand Mobile Phone.Faculty of Economics and Business. Hasanuddin University. Makassar.

Silvya L. Mandey.2019. The Influence of Lifestyle Factors on Consumer Purchasing Decisions.Vol. 6.No. 1.

Simamora, Henry. 2011.International Marketing Management. Jakarta: Salemba Empat.

Sugiyono. 2011. Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.

Suparyanto and Rosad. 2015. Marketing Management. Bogor: IN MEDIA.

Supranto and Limakrisna.2011. Consumer Behavior and Marketing Strategy. Jakarta.Mitra Wacana Media.

Surya and A. Setiyaningrum, 2009. Analysis of Consumer Perception in Marketing Mix Applications and Their Relationship to Consumer Loyalty. Jakarta : Journal of Business Strategy and Execution.

Sutisna.2011. Consumer Behavior and Marketing Communications. Jakarta: PT. TeenagerRosdakarya

Tjiptono,Fandy. 2018. Marketing Strategy.Yogyakarta.

Winda, Clarinda. 2016 The influence of lifestyle, brand, and reference group on Iphone smartphone purchase decision at the Faculty of Economics and Business, University of North Sumatra. Faculty of Economics and Business, University of North Sumatra.