The Effect Of Brand Image And Product Quality On Purchase Decision With Lifestyle As Mediating (Emprical At The University Of Muhammadiyah Surakarta Students)

Technology has developed rapidly throughout the world, especially in the world of communication, so that the boundaries between continents seem meaningless. In the last five years, the use of Information and Communication Technology (ICT) in Indonesia has shown rapid development. Throughout 2017-2021, iPhone sales volume was reported to have fluctuated. According to Business of Apps, iPhone sales volume reached 242 million units in 2021. This achievement increased by 22.9% compared to the previous year's sales of 196.9 million units. The purpose of this study is to analyze effect of brand image and product quality on the iPhone smartphone purchase decision with lifestyle as intervening variables. The research technique used quantitative, data collection uses a questionnaire method and the sample in this study amounted to 100 people with purposive sampling. The analysis in this study was assisted using SPSS and SmartPLS 3.0. The result is brand image has a significant effect on purchase decisions with P-Value 0.000<0.05 and T statistics 5.474, product quality has a significant effect on purchase decisions with P-Value 0.000<0.05 and T statistics 3.853, brand image has a significant effect on lifestyle with P-Value 0.006<0.05 and T statistics 5.292. Lifestyle has a significant effect on purchase decision with P-Value 0.005<0.05 and T statistics 2.826, for the intervening variable, Lifestyle can mediated brand image to purchase decisions with P-Value 0.026<0.05 and T statistics 2.234, and lifestyle mediated for product quality to purchase decisions with P-Value 0.021