FACTORS AFFECTING CONSUMER BEHAVIOR ON iPhone PURCHASE DECISIONS (Case Study on Indonesian Christian University Students)

  • Meilan Alvionita Manalu
  • Fenny BNL. Tobing
DOI: https://doi.org/10.33541/fjm.v7i1p.3885

Abstract

This study aims to determine the effect of lifestyle, product quality and price on iPhone purchasing decisions on iPhone users at the Christian University of Indonesia. iPhone is a smartphone product from the company apple.inc, and one of the smartphone brands that is booming in all circles. The data analysis method used is multiple linear analysis, classical assumption test, F test, t test, coefficient of determination. In this study, the population used in this study were all Indonesian Christian University students who use iPhone, with a sample of 100 respondents. The results of this study indicate that lifestyle, product quality and price simultaneously affect iPhone purchasing decisions. This is indicated by 0.000< 0.05 and the value of Fcount 29,481 > Ftable 2,70.
Keywords: Lifestyle, Product Quality, Price, Purchase Decision.

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Published
2022-04-24
How to Cite
Manalu , M. A., & Tobing , F. B. (2022). FACTORS AFFECTING CONSUMER BEHAVIOR ON iPhone PURCHASE DECISIONS (Case Study on Indonesian Christian University Students). Fundamental Management Journal, 7(1p), 78 - 101. https://doi.org/10.33541/fjm.v7i1p.3885
Issue
Vol. 7 No. 1p (2022): ISSN: 2540-9816 (print) Volume:7 No.1 April 2022
Section
Articles