PENGARUH GAYA HIDUP DAN BRAND IMAGE TERHADAP KEPERCAYAAN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN HANDPHONE IPHONE (STUDI KASUS PADA MAHASISWA UMB KAMPUS IV)

Permana, Agung Tedi
Sismanto, Adi

Jurnal Entrepreneur dan Manajemen Sains
Vol. 6 No. 1 (2025): Januari

This study aims to determine the influence of Lifestyle and Brand image on Trust to improve purchasing decisions. This study used quantitative methods. The population in this study is students of the University of Muhammadiyah Bengkulu Campus IV 160 respondents as samples, data collection was carried out using questionnaires. First Equation The results of this study show that: (1) There is a positive influence of lifestyle variables on trust. (2) There is a positive influence of the Brand image variable on trust. There is a positive influence of the Brand image variable on trust. There is a positive influence of lifestyle variables on purchasing decisions There is a positive influence of the Brand Image variable on purchasing decisions There is a positive influence of lifestyle variables on purchasing decisions. There is a positive influence of the Trust variable on purchasing decisions.Keywords : Lifestyle, Brand Image, Trust, Purchasing Decision