The Impact Of Innovation, Brand Image, And A Hedonic Value Lifestyle On The Desire To Purchase An Iphone Smartphone

Pua Merari Br Lubis (Universitas Prima Indonesia)
Arnita Shintia Sari Sirait (Universitas Prima Indonesia)
Yuli Elena (Universitas Prima Indonesia)
Fenny Krisna Marpaung (Universitas Prima Indonesia)
Juli Meliza (STIM Sukma)

International Journal of Economics, Business and Innovation Research
Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ

The purpose of this research is to study how innovation, brand image, and hedonic factors influence consumer decisions to buy iPhone products. This study involved 69 students from Prima Indonesia University. The analysis used SMART PLS data processing, which helps assess validity and reliability and determine whether each independent variable has a positive or negative impact on the dependent variable. We anticipate that this method will deepen our understanding of the factors influencing students' decisions to purchase iPhones.