The Influence Of Brand Awareness And Lifestyle On The Purchasing Decision Of Iphone Smartphones

Abstract

In this study, students from the Faculty of Economics and Business at Ibn Khaldun University, Bogor, Class of 2019–2020, were used as the case study population in order to examine the relationship between brand awareness and lifestyle and the decisions they made about the purchase of iPhone brand devices. The dependent variable in this study is the purchasing choice, and there are two independent factors used in it: brand awareness and lifestyle. The class of 2019 at the Faculty of Economics and Business serves as the demographic for this study, which includes students who use iPhone cellphones. A saturation sample of 50 people was drawn from this group. Numerous linear regression, correlation analysis, coefficient of determination analysis, and hypothesis testing are the techniques used. The brand awareness variable has no discernible partial influence on purchasung decisions, according to the calculation results. The brand awareness variable does not affect purchasing decisions, according to the null hypothesis (Ho), which is accepted. This is because some students in the Faculty of Economics and Business at UIKA Bogor are still unfamiliar with the specifications, design, and quality of iPhone smartphones. Students have not yet been able to completely recognize these aspects thanks to iPhone cellphones. On the other hand, the lifestyle component significantly influences purchasing decisions, according to the results of the partial calculations. As a result, the null hypothesis (Ho) is disproved, showing that the lifestyle variable affects the variable determining purchases. Calculations done simultaneously show that brand awareness and lifestyle have an impact on purchasing decisions.