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All Journal Indonesian Journal of Economics and Strategic Management
Ashraff Rizky Setyawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH KUALITAS PRODUK, GAYA HIDUP DAN WORD OF MOUTH PADA KEPUTUSAN PEMBELIAN IPHONE DI BEKASI TIMUR Ashraff Rizky Setyawan; Milda Handayani; Rini Wijayaningsih
IJESM Indonesian Journal of Economics and Strategic Management Vol. 3 No. 3 (2025): September
Publisher : Draf Solusi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69718/ijesm.v3i3.464

Abstract

This study aims to analyze the influence of product quality, lifestyle and word of mouth on iPhone Purchasing Decisions. This study uses a quantitative method with an explanatory approach and a cross-sectional research design. The research sample consists of the number of respondents selected using the Accidental sampling technique. The research instrument is a questionnaire that has been tested for validity and reliability. Data analysis was carried out using the Partial Least Squares (PLS) method with the help of SmartPLS 3 software. The results of the study show that: 1) product quality has a significant effect on purchasing decisions, 2) lifestyle has a significant effect on purchasing decisions, 3) word of mouth has a significant effect on purchasing decisions
Co-Authors Handayani, Milda Wijayaningsih, Rini