Jurnal Ilmu Ekonomi dan Sosial (JIES)
Vol. 14 No. 1 (2025): Maret 2025

The Influence of Product Quality, Lifestyle, and Brand Image on Consumer Purchasing Decisions of VIVO Smartphones

Royhan Bagas Febrianto (Universitas Mercu Buana)

Article Info

Publish Date
27 Jul 2026

Abstract

This study aims to analyze the influence of product quality, lifestyle, and brand image on consumer purchasing decisions for Vivo smartphones in South Tangerang. This study uses a quantitative approach by distributing questionnaires to 160 respondents. Data were analyzed through validity and reliability tests, multiple linear regression, and hypothesis testing (t-test and F-test). The results of the study indicate that product quality has a positive and significant effect on purchasing decisions. Lifestyle has a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. Simultaneously, all three independent variables have a significant effect on consumer purchasing decisions. The findings of this study confirm that good product quality, a suitable lifestyle, and a strong brand image can increase consumer purchasing decisions for Vivo smartphones.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Ilmu Ekonomi dan Sosial (JIES)
Website

Abbrev

jies

Publisher

Universitas Mercu Buana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Description

JURNAL ILMU EKONOMI DAN SOSIAL (JIES) is a single-blind peer-reviewed, quarterly, multidisciplinary research journal in the field of Economics and Social Sciences who published by the Research Center, Universitas Mercu Buana. This journal discusses the results of conceptual and applied science ...