The Influence of Lifestyle and Quality Perception on Iphone 12 Purchasing Decisions

Abstract

This research was conducted to find out whether there is an influence that can be caused by the existence of lifestyle and quality perceptions on the purchase decision of the iphone 12 mobile phone. Consumer behavior itself is a purchase decision related to the existence of a purchase process, at that time consumers carry out activities such as searching, researching, and evaluating products and services. Decision making is a process that consists of several stages, namely the introduction of needs, information search, evaluation of alternatives before purchase, purchase, consumption, and evaluation of alternatives after purchase. In this study, the population taken by students at University X majoring in business cretion in semester 5 amounted to 130. And this research uses quantitative methods. The data collection technique in this study for the three variables used was the questionnaire method. In this study, a double linear regression test was carried out, namely a regression analysis technique with two independent variables. A simple (univariate) linear regression test is a linear regression analysis with the number of independent variables more than one (double), while the relationship remains linear.