THE INFLUENCE OF BRAND IMAGE, LIFESTYLE, PRICE, PERCEIVED QUALITY , AND FEATURES ON IPHONE PURCHASE DECISIONS  IN SUMBERSARI DISTRICT, JEMBER

Rinawati Sekar Wangi; Tamriatin Hidayah; Ahmad Sauqi

doi:10.31967/jembar.v2i2.1266

Rinawati Sekar Wangi Mandala Institute of Technology and Science
Tamriatin Hidayah Mandala Institute of Technology and Science
Ahmad Sauqi Mandala Institute of Technology and Science

DOI: https://doi.org/10.31967/jembar.v2i2.1266

Keywords: Brand Image, Lifestyle, Perceived Quality, Features, Purchase Decision.

Abstract

This research aims to determine and analyze the influence of Brand Image, Lifestyle, Price, Perceived Quality and Features, partially and simultaneously on iPhone Purchase Decisions in Sumbersari Jember District. This research is a type of research that uses quantitative methods. The data collection method in this research uses the observation method by distributing questionnaires to the research sample in question. Questionnaires were given to consumers using iPhones in Sumbersari Jember District. The sampling technique used in this research was purposive sampling. The data analysis methods used are Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Multiple Linear Regression Analysis Test, T-Test and F-Test. The results of this research show that the Brand Image variable has a partial influence on Purchase Decisions, the Lifestyle variable has a partial influence on Purchase Decisions, the Price variable has no partial influence on Purchase Decisions, the Perceived Quality variable has a partial influence on Purchase Decisions, and the Feature variable has a partial influence on Purchasing Decisions. Simultaneously, the variables Brand Image, Lifestyle, Price, Perceived Quality and Features together influence Purchase Decisions with a value (Adjusted R2) of 85.4%.