Jurnal Ekonomi
Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September

LIFESTYLE AND BRAND ASSOCIATION ON IPHONE SMARTPHONE PURCHASE DECISIONS IN AMBON

Victor Huwae (Universitas Pattimura)
Erlinda Tehuayo (Universitas Pattimura)
Etvin R Tamher (Universitas Pattimura)
Fikri H M. Rumuar (Universitas Pattimura)

Article Info

Publish Date
13 Jun 2023

Abstract

The purpose of this study aims to determine and analyze the effect of lifestyle and brand associations on purchasing decisions at Di.The type of research used was quantitative research, namely research that went directly to the field using a questionnaire as a data collection tool which was distributed to 103 respondents, Iphone smartphone consumers in the city of Ambon. This study used a sampling technique called purposive sampling. The results of the research that has been done, with multiple and partial linear regression analysis which shows that the influenceLifestyle and Brand Association have a positive and significant effect on Purchasing Decisions

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p. ISSN 2301-6280, e. ISSN 2721-9879] is a peer-reviewed journal published Half times a year (June, and December) by SEAN Institute. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of economics research. Jurnal Ekonomi invites manuscripts ...