<![CDATA[This study aims to analyze the influence of brand image, price, product features, and lifestyle on purchasing decisions for Samsung smartphones in Bima City. The background of this research stems from the increasing use of smartphones as a primary necessity in modern society and the intensifying competition among smartphone brands. Samsung, as a well-known brand, faces challenges in maintaining its brand image, adjusting its pricing, and delivering feature quality that aligns with the evolving lifestyles of consumers. This research adopts a quantitative approach with an associative method. Data were collected through the distribution of questionnaires to 96 respondents selected using purposive sampling. The data analysis technique employed was multiple linear regression using SPSS version 25. The results show that, partially, product features and lifestyle have a significant influence on purchasing decisions for Samsung smartphones. Meanwhile, brand image and price do not have a significant effect. However, simultaneously, all four variables—brand image, price, product features, and lifestyle—have a significant effect on purchasing decisions. The coefficient of determination (R²) is 80.2%, indicating that 80.2% of the variation in purchasing decisions can be explained by the four independent variables studied, while the remaining 19.8% is influenced by other factors not included in this model. These findings imply that Samsung should prioritize enhancing product features and aligning them with consumers' lifestyle preferences to improve purchase decisions and remain competitive in the market.]]>
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