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Royhan Bagas Febrianto
Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Product Quality, Lifestyle, and Brand Image on Consumer Purchasing Decisions of VIVO Smartphones Royhan Bagas Febrianto
Jurnal Ilmu Ekonomi dan Sosial (JIES) Vol. 14 No. 1 (2025): Maret 2025
Publisher : Universitas Mercu Buana

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Abstract

This study aims to analyze the influence of product quality, lifestyle, and brand image on consumer purchasing decisions for Vivo smartphones in South Tangerang. This study uses a quantitative approach by distributing questionnaires to 160 respondents. Data were analyzed through validity and reliability tests, multiple linear regression, and hypothesis testing (t-test and F-test). The results of the study indicate that product quality has a positive and significant effect on purchasing decisions. Lifestyle has a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. Simultaneously, all three independent variables have a significant effect on consumer purchasing decisions. The findings of this study confirm that good product quality, a suitable lifestyle, and a strong brand image can increase consumer purchasing decisions for Vivo smartphones.
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