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All Journal Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Nirwana Br Bangun
Faculty of Economics and Business, Universitas Pembinaan Masyarakat Indonesia
Economics, Econometrics & Finance Library & Information Science

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IPhone Purchase Decisions among Students: A Review of Product Attributes, Lifestyle, and Brand Image Cherise Cherise; Jarungjung Hutagaol; Evellyn Calista; Nirwana Br Bangun
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 02 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

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Abstract

This study examines the effect of product attributes, lifestyle, and brand image on iPhone purchasing decisions among students of the Faculty of Information Systems at Universitas Prima Indonesia. The study employed a quantitative explanatory approach with a sample of 82 respondents selected from a population of 460 students using the Slovin formula. Data were collected through questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS. The results showed that product attributes, lifestyle, and brand image had positive and significant partial effects on purchasing decisions. Product attributes had the strongest effect, followed by brand image and lifestyle. Simultaneously, the three independent variables also had a significant effect on purchasing decisions, with an Adjusted R Square value of 0.581, indicating that 58.1% of the variation in purchasing decisions could be explained by the model. These findings suggest that students tend to consider functional product value, compatibility with their lifestyle, and the strength of brand image when deciding to purchase an iPhone. This study implies that companies should strengthen product quality, maintain a strong brand image, and align marketing strategies with consumer lifestyles in order to increase purchasing decisions.
The Influence of Brand Image, Price and E-Service Quality on the Purchase Decision of Glad2Glow Products among Students of the Faculty of Psychology, Universitas Prima Indonesia Hana Syahrani Kaban; Jarungjung Hutagaol; Clarysa Wayn; Lili Lili; Nirwana Br Bangun
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 02 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

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Abstract

This study aims to analyze the influence of brand image, price, and e-service quality on the purchasing decision of Glad2Glow products among students of the Faculty of Psychology, Universitas Prima Indonesia. The method used is quantitative and descriptive and explanatory in nature, with a sample of 63 respondents determined using the Slovin formula. Data analysis techniques include classical assumption tests, multiple linear regression, t-tests, and F-tests. The results of the study indicate that, partially, brand image has a positive and significant effect on purchasing decisions with a significance value of 0.027 (< 0.05), while price and e-service quality do not have a significant effect, partially, with significance values ​​​​of 0.165 and 0.517 (> 0.05). Simultaneously, the three variables have a significant effect on purchasing decisions, with a calculated F value of 17.088 and a significance level of 0.000 < 0.05. This study concludes that brand image is a dominant factor that influences the purchasing decision of Glad2Glow products. The managerial implication of this study is that companies should focus on strengthening brand image through marketing campaigns that emphasize product excellence. Although the price and quality of e-services do not have a direct significant impact, companies still need to pay attention to these aspects to improve customer experience and create long-term loyalty.
Co-Authors Cherise Cherise Clarysa Wayn Evellyn Calista Hana Syahrani Kaban Jarungjung Hutagaol Lili Lili