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All Journal Bisnis Net : Jurnal Ekonomi dan Bisnis
Rizkina, Fanisa
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Economics, Econometrics & Finance

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PENGARUH INOVASI PRODUK, EKUITAS MEREK, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI KALANGAN GEN Z Wardani, Rina Umi; Rizkina, Fanisa; Melani, Wiwik; Kusrini, Eni
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.6884

Abstract

This study aims to analyze the influence of product innovation, brand equity, and lifestyle on iPhone purchasing decisions among Gen Z. The method used is a quantitative approach with multiple linear regression techniques. Data were obtained by distributing questionnaires to Gen Z who had purchased and used an iPhone. The results of the study indicate that partially product innovation, brand equity, and lifestyle each have a positive and significant effect on purchasing decisions. In addition, simultaneously the three variables also have a positive and significant effect on iPhone purchasing decisions among Gen Z. This finding indicates that companies need to continue to innovate products, build strong brand equity, and adjust marketing strategies to consumer lifestyles to improve purchasing decisions. 
PENGARUH MEDIA SOSIAL, BRAND IMAGE, DAN CELEBRITY ENDORSER TERHADAP MINAT BELI FASHION MUSLIMAH PADA PRODUK AR-RAFI Rizkina, Fanisa; Candra, Eki; Andni, Riyan
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.6527

Abstract

Studi kasus ini dilakukan di Kabupaten Kudus untuk menentukan pengaruh Media Sosial, Brand Image, dan Celebrity Endorser Terhadap Minat Beli Fashion Muslimah pada Produk Ar-Rafi. Penelitian ini dilakukan dengan metode survei dan pengumpulan data melalui kuesioner. Jenis penelitian menggunakan kuantitatif. Penelitian ini melibatkan 168 responden. Untuk menguji hipotesis, digunakan analisis regresi linear berganda dengan melakukan uji T dan uji F. Hasil penelitian yang dilakukan menggunakan program SPSS versi 26 menunjukkan bahwa 1) Media Sosial berpengaruh positif dan signifikan secara parsial terhadap minat beli, 2) citra merek berpengaruh positif dan signifikan secara parsial terhadap minat beli, dan 3) celebrity endorser berpengaruh positif dan signifikan secara parsial terhadap minat beli. 4.) Media Sosial, Brand Image, dan Celebrity Endorser berpengaruh secara bersamaan pada Minat Beli.  Koefisien determinasi (Adjusted R-Squared) sebesar 63% menunjukkan presentase pengaruh variabel independen (media sosial, citra merek, dan celebrity endorser) terhadap variabel dependen (minat beli) sebesar 63%. Variabel lain yang tidak dimasukkan dalam model penelitian ini, yaitu 37% memengaruhi bagian yang tersisa.
Co-Authors Andni, Riyan Candra, Eki Eni Kusrini, Eni Melani, Wiwik Wardani, Rina Umi