Pengaruh Dimensi Gaya Hidup terhadap Keputusan Pembelian Smartphone Merek Iphone (Studi Kasus Toko Lab. Persada Lumajang)

Abstract

The lifestyle of a society will be different from that of others. Even from the time of the lifestyle of an individual and a particular group of people will move dynamically. The study aims to determine the influence of lifestyle dimensions consisting of activities, interests and opinions on purchasing decisions of Iphone brand smartphones at Lab Stores. Persada Lumajang either partially or simultaneously. The study was conducted on 40 respondents by using multiple linear regression analysis is there is no influence of lifestyle dimension consisting of activity, interest and opinion to purchase decision, and there is influence of lifestyle dimension consisting of activity, interest and opinion simultaneously to decision of purchasing handphone Iphone brand in Lab Shop. Persada Lumajang. With the result of determination coefficient indicate that 32,2% purchase decision can be explained by independent variable that is lifestyle dimension consisting of activity, interest and opinion, while the rest is 67,8% purchasing decision influenced by other variables not examined in this research. The limitation of this study is to study only lifestyle dimension consisting of activity, interest and opinion as factors influencing purchasing decision, while other variables that can influence purchasing decision are expected to be examined by next researcher in different period and place.