Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Putri, Mina
Unknown Affiliation
Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Image dan Lifestyle Terhadap Keputusan Pembelian Iphone Minat Beli Sebagai Variabel Intervening Putri, Mina; Purbasari, Ratih Amanda; Muharromy, Elquina Pijar; Adji Pamungkas, Fathan Setya; Rahardhini, Marjam Desma
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Juni : Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i2.1185

Abstract

This study aims to determine the effect of Brand Image and Lifestyle on Iphone Purchasing Decisions with Purchase Intention as an Intervening Variable. The method used in this research is quantitative method. The population in this study were students in Surakarta and the sample used in this study was 100. The data collection technique was carried out through a survey by distributing questionnaires. The data analysis technique uses SmartPLS software. The results showed that brand image has a positive and significant effect on purchasing decisions (β = 0.452; t = 3.903; p < 0.05), while lifestyle has a positive but insignificant effect (β = 0.159; t = 1.102; p> 0.05). Brand image also has a positive and significant effect on purchase intention (β = 0.404; t = 3.712; p < 0.05), as well as lifestyle (β = 0.404; t = 3.381; p < 0.05). The effect of brand image on purchasing decisions through purchase intention is significant (β = 0.113; t = 2.368; p < 0.05), while lifestyle through purchase intention is not significant (β = 0.113; t = 1.706; p > 0.05).
Co-Authors Adji Pamungkas, Fathan Setya Muharromy, Elquina Pijar Purbasari, Ratih Amanda Rahardhini, Marjam Desma