Pengaruh Citra Merek, Lifestyle dan Kualitas Produk terhadap Keputusan Pembelian Prpduk iPhone oleh Gen Z di Kota Jambi

Suciani, Nurma (2025) Pengaruh Citra Merek, Lifestyle dan Kualitas Produk terhadap Keputusan Pembelian Prpduk iPhone oleh Gen Z di Kota Jambi. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

This study aims to analyze the influence of brand image, lifestyle, and product quality on the decision to purchase an iPhone by Gen Z in Jambi City. The population is unknown using the non-probability sampling technique of the purposive sampling type. The sample of respondents was determined by the coachran formula and a sample of 97 respondents was obtained. This study uses a quantitative method with a type of descriptive analysis method and data analysis using IBM SPSS Statistics 30. The results of this study indicate that Brand Image has a positive and significant effect on purchasing decisions with a significance value of 0.001. In addition, Lifestyle and Product Quality also have an effect with a significance of <0.001. Furthermore, it simultaneously shows that Brand Image, Lifestyle, and Product Quality simultaneously influence the Purchase Decision of iPhone Products by Gen Z in Jambi City. Keyword : Brand Image, Lifestyle, Product Quality, Purchasing Decisions

Type:	Thesis (S1)
Uncontrolled Keywords:	Brand Image, Lifestyle, Product Quality, Purchasing Decisions
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SUCIANI
Date Deposited:	10 Jul 2025 06:41
Last Modified:	31 Jul 2025 12:40
URI:	https://repository.unja.ac.id/id/eprint/81743

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