<![CDATA[Abstract This study aims to analyze the influence of Brand Image, Product Quality, Lifestyle, and Product Innovation on the Purchase Decision of iPhone smartphones. The research uses a quantitative approach, with a population of active students from the Faculty of Economics and Business at the Islamic University of Malang during the 2020-2023 period, with a sample of 110 respondents. Primary data was collected through a questionnaire method. The research results show that Brand Image, Product Quality, Lifestyle, and Product Innovation simultaneously have a significant effect on purchasing decisions. Partially, Brand Image, Product Quality, and Lifestyle have a significant effect, while Product Innovation has an insignificant effect on purchasing decisions. Keywords : Brand Image, Product Quality, Lifestyle, Product Innovation, and Purchase Decision.]]>
Copyrights © 2024
