Febriyanti, Dita (2023) Pengaruh Kualitas Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Iphone (studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau 2018). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze whether there was an effect of Product Quality and Lifestyle on Iphone Purchase Decisions for students of the Faculty of Economics and Business class 2018 Islamic University of Riau. The sample in this study were students who used iPhone smartphones as many as 30 people. The sampling technique used is the Porpusive Sampling Technique. The research method is descriptive type with a quantitative approach. The analytical tools used are Multiple Liner Regression, Coefficient of Determination, partial T test, and simultaneous F test. The results show that Product Quality has a positive and significant effect on Purchase Decisions, Lifestyle has a positive and significant effect on Purchase Decisions, and Product Quality and Lifestyle have an effect positive and significant to the Purchase Decision.

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