Analisis Pengaruh Gaya Hidup dan Citra Merek Terhadap Minat Beli Ulang Smartphone Apple pada Kalangan Mahasiswa Institut Teknologi dan Bisnis Widya Gama Lumajang

Abstract

Apple smartphones are one of the most frequently used mobile phones by young people today. The first product released by this Apple company, which started in 2007, was the iPhone 1. The purpose of this study was to better understand the relationship between lifestyle decisions and brand perception and the tendency of students to repurchase Apple products at ITB WIGA Lumajang. For this type of quantitative research, ITB WIGA Lumajang was chosen as the research location. In this study, we used primary data from internal sources in the form of questionnaires filled out by respondents who are ITB WIGA Lumajang students. Multiple linear regression analysis method is the method used in this study. The findings show that lifestyle has a big impact on students' desire to buy Apple devices at ITB WIGA Lumajang. Plus, it shows how much influence brand reputation has on the students' decision to buy back Apple phones.