PENGARUH BRAND IMAGE, PRICE DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA MAHASISWA KEDOKTERAN METHODIST MEDAN

Abstract

This research aims to determine the effect of Brand Image, Price and Lifestyle for Purchasing
Decision Iphone on Methodist Medical students Medan. This type of research is associative research. The
sampling technique using incidental sampling method. The type of data used are primary data and
secondary data. Data analysis techniques used in this research is descriptive analysis, multiple linear
regression analysis, hypothesis testing using simultaneous significant testing (test F), partial significant
testing (t test), and testing the coefficient of determination (R2). These results indicate that together have
a positive and significant influence between variable Brand Image, Price and Lifestyle for Purchasing
Decision iPhone on Methodist Medical Students Medan (F test). The partial test (t test) showed that the
variable Brand Image, Price and Lifestyle have a positive and significant influence for the purchasing
decision iPhone on Methodist Medical Students Medan. Through testing adjusted coefficient of
determination (Ajusted R Square) obtained a value of 0.431 means that 43.1% factors Consumer
Purchasing Decision can be explained by Brand Image, Price, and Lifestyle. While the remaining 56.9%
can be explained by other variables not examined in this study.