Pengaruh Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Smarthphone Apple pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Medan Area

Abstract

This study aims to determine the effect of Lifestyle And Imagery Influence Purchase Decision smarthphone MerekTerhadap Apple in Student Management Studies Program Faculty of Economics, University of Medan Area. Associative type of research is a study that is to question the relationship between two variables population in this study is the whole entire management students 2013- 2014 University of Medan Area, amounting to 180 people. And with slovin formula, the number of samples in this study amounted to 60 people, such as students Stambuk management 2013-2014 University of Medan Are. Based on t test results can be seen that t on lifestyle variables for 6.281more greater than t table of 2,000 with the sig 0,000 t probability is smaller than the limit of significance of 0.005. Based on the value of the variable lifestyle positive and significant impact on the purchase decision variable t iphone and brand image value of 3.365 is greater than t table 2,000 with sig level of 0,002 is smaller than the significance limit of 0.005, then the variable partial brand image has positive and significant influence on the purchase decision variables. Based on the test results of the obtained test results F calculated F value of 50.383 greater than Ftable of 3.20 with sig 0.000 <0,05, showed Ho is rejected and Ha accepted, meaning the lifestyle and brand image simultaneously positive and significant influence on the decision variables pembelian. Value Asjusted R Square obtained at 0.626. To see the influence of the independent variables on the dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, in order to obtain KD = 62.6%. The figure shows that 62.6% of purchasing decisions (the dependent variable) can be explained by lifestyle and brand image. The remaining portion of 37.4% is influenced by other factors not described in this study .