PENGARUH GAYA HIDUP DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI KOTA MALANG

The purpose of this study was to examine the influence of lifestyle, price on iPhone purchasing decisions in Malang City. This study uses multiple linear regression analysis on respondents, namely users and those who have purchased iPhone products to buy using non probability sampling techniques as a sampling method using a questionnaire for data collection. The results of the study reveal that lifestyle and price simultaneously have a positive and significant effect on purchasing decisions, partially the lifestyle variable has a positive and significant effect on purchasing decisions, as well as the price variable has a positive and significant effect on purchasing decisions