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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Business Studies and Management Review
Dimas Ihza Rifandi
University of Muhammadiyah Jambi
Decision Sciences, Operations Research & Management Social Sciences

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THE INFLUENCE OF BRAND IMAGE AND LIFESTYLE ON PURCHASING DECISIONS IPHONE IN JAMBI CITY Agesha Marsyaf; Dimas Ihza Rifandi; Rian Dani
JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW Vol. 7 No. 1 (2023): JBSMR, Vol 7 No.1 December 2023
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i1.29680

Abstract

The purpose of this study is first to determine the effect of brand image on iPhone purchasing decisions. The second is to determine the effect of lifestyle on iPhone purchasing decisions. The third is to determine the effect of brand image and lifestyle on iPhone purchasing decisions. The first data analysis method used was the instrument test. Both are multiple linear regressions. The third uses hypothesis testing. The results of this study concluded that brand image and lifestyle influence iPhone purchasing decisions. Both brand image and lifestyle affect iPhone buying decisions. The three brand images and lifestyles simultaneously have a significant effect on iPhone purchasing decisions in Jambi City.
Co-Authors Agesha Marsyaf Rian Dani