CD Skripsi

Pengaruh Citra Merek, Kualitas Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Iphone Pada Masyarakat Kota Pekanbaru

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ABSTRACT
This study aims to analyze the influence of brand image, product quality, and lifestyle on the purchase decision of iPhone products among the people of Pekanbaru City. In the rapidly evolving digital era, the iPhone has become a prestigious and exclusive technological product. This research employs a quantitative approach with data collection through questionnaires distributed to
114 respondents. Data analysis is conducted using multiple linear regression with the aid of SPSS software.
The results indicate that brand image, product quality, and lifestyle significantly influence iPhone purchase decisions. A strong brand image enhances consumer attraction to the product, while high product quality ensures customer satisfaction and loyalty. Moreover, the modern lifestyle, which increasingly relies on technology, drives consumer preference for iPhones as a status symbol and functional necessity.
Keywords: Brand Image, Product Quality, Lifestyle, Purchase Decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

18102112640

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

18102112640

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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