Pengaruh Brand Image dan Gaya Hidup terhadap Keputusan Pembelian Iphone di Fakultas Pertanian Universitas Methodist

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image dan gaya hidup terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Pertanian Universitas Methodist Indonesia. Penelitian ini juga secara khusus ingin mengkaji sejauh mana Brand Image dan gaya hidup, baik secara parsial maupun simultan, memengaruhi keputusan pembelian. Jenis penelitian yang digunakan adalah penelitian asosiatif dengan pendekatan deskriptif kuantitatif. Populasi dalam penelitian ini adalah seluruh mahasiswa Fakultas Pertanian Universitas Methodist Indonesia yang pernah membeli produk iPhone , dengan total 532 orang. Penentuan sampel menggunakan teknik purposive sampling dan diperoleh sebanyak 85 responden berdasarkan rumus Slovin. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan program SPSS, yang mencakup uji validitas, reliabilitas, uji asumsi klasik (normalitas, multikolinearitas, dan heteroskedastisitas), serta pengujian hipotesis (uji t, uji F, dan koefisien determinasi). Hasil penelitian menunjukkan bahwa secara parsial Brand Image dan gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian iPhone . Secara simultan, kedua variabel tersebut juga berpengaruh positif dan signifikan terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Pertanian Universitas Methodist Indonesia. This study aims to determine the influence of Brand Image and lifestyle on iPhone purchasing decisions among students of the Faculty of Agriculture, Methodist University of Indonesia. This study also specifically aims to examine the extent to which Brand Image and lifestyle, both partially and simultaneously, influence purchasing decisions. The type of research used is associative research with a quantitative descriptive approach. The population in this study were all students of the Faculty of Agriculture, Methodist University of Indonesia who had purchased iPhone products, with a total of 532 people. The sample determination used a purposive sampling technique and obtained 85 respondents based on the Slovin formula. The data collection technique was carried out by distributing questionnaires with a Likert scale. Data analysis was carried out using multiple linear regression with the help of the SPSS program, which includes validity tests, reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), and hypothesis testing (t-test, F-test, and coefficient of determination). The results of the study indicate that partially Brand Image and lifestyle have a positive and significant effect on iPhone purchasing decisions. Simultaneously, both variables also have a positive and significant effect on iPhone purchasing decisions among students of the Faculty of Agriculture, Methodist University of Indonesia.