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.