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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen ARISTO EKUITAS (Jurnal Ekonomi dan Keuangan) Bima Journal : Business, Management and Accounting Journal JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Jurnal Indonesia Raya JIMAKUKERTA Jurnal Entrepreneur dan Manajemen Sains Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Journal of Indonesian Management
Sri Ekowati
Deparrtment Of Management And Bussiness, Faculty Of Economiic, Universitas Muhammadiyah Bengkulu
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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PENGARUH GAYA HIDUP DAN DIFERENSIASI TERHADAP KEPUTUSAN PEMBELIAN HP IPHONE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UM BENGKULU Rajib Pagulintra; Sri Ekowati
JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Vol. 6 No. 2 (2025): Desember
Publisher : Yayasan Insani Mandiri Santani

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Abstract

This study aims to determine the effect of lifestyle and differentiation on the decision to purchase an iPhone for students of the Faculty of Economics and Business, UM Bengkulu, both partially and simultaneously. The object of this study was students of the Faculty of Economics and Business, UM Bengkulu Class of 2021-2022 with a sample of 130 people. This study used data collection methods by means of observation and distributing questionnaires. The data analysis technique used in this study used instrument testing, respondent response analysis, classical assumption testing, multiple linear regression analysis, coefficient of determination (R2) and hypothesis testing. The results of this study indicate that lifestyle has a positive and significant effect on purchasing decisions in students of the Faculty of Economics and Business, UM Bengkulu. The differentiation variable shows a positive and significant effect on students of the Faculty of Economics and Business, UM Bengkulu. From the results of the study, it can be concluded that lifestyle and differentiation have a partial and simultaneous effect on purchasing decisions in students of the Faculty of Economics and Business, UM Bengkulu. Keywords : Lifestyle, Differentiation and Purchasing Decisions
Co-Authors Ade Wahyu Rahmanzah Adi Sismanto Agro Kurniawan Andry Sartika Anggri Widia Rahma Anggun Witriani Annisa Murti Annisa Sonita Apita Cesilia Arianto, Tezar Aslim Aslim Asri Yani Azis Saefulloh Bora Sanjaya Cici Ulandari Cindy Ayu Millania Deyalni Marta Kentari Diana Diana Dika Febriani Dwi Astuti Eceh Trisna Ayuh Eli Suryani Endah Gustiarini Erwin Juliadi Evi Hafizah Fitri Lestari Fraternesi Fraternesi Gita Carlina Henni Febriawati, Henni Herlina Sofiah Hernadianto, Hernadianto Indri Dwi Lestari Ipan Wahyudi Jesica Lestari Jippy Monica Khairul Khairul Kiki Pratama Kusuma, Merta Lia Agustiana Sari Lilian Guntari Lisa Adhrianti Meilaty Finthariasari Meilaty Finthariasari Meilaty Finthariasari Meilaty Finthariasari Finthariasari Mestri Afrita Muchlis Muchlis Muhammad Nur Pajar Nofan Muntahanah, Muntahanah Nabila Saufira Nadea Apriliani Nova Kurnia Dewi Lestari Nurma Wulandari Onsardi, Onsardi Oryza Sativa Adi Pratama Putri Handayani Rajib Pagulintra Ranidiah, Furqonti Ratnawili Reka Septi Amelia Rina Yuniarti, Rina Rini Oktavia Rini Rahmadhana Ririn Harini Rizki Apriawan Rizki Febrian Roy Krisna Selamat Riyadi Selly Sepika Selvi Maharani Shella Agustina Agustina Sisi Budiarti Sonitra Sonitra Sonitra Sonitra Subandrio Subandrio Supawanhar, Supawanhar Surya Tri Julianti Tamara Damayanti Tenti Suka Dewi Tiara Puspa Sari Tika Ariani Tika Melany Ajis Titi Darmi Trio Budi Setyawan Winda Larika Wiwik Putri Wahyu Ningsi Wulan Angraini Yulia Darmi Yulinda, Ade Tiara Yusmaniarti