Salsyabila, Faddia (2025) Pengaruh Produk, Gaya Hidup, dan Citra Merek Terhadap Keputusan Pembelian Pada Aplikasi Netflix Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the influence of product, lifestyle, and brand image on purchasing decisions on the Netflix application in Pekanbaru city. The population in this study were Netflix application users in Pekanbaru city, sample determination was carried out using the Purposive Sampling method through the Non-probability Sampling technique. The sample used for this study was 100 respondents. The data collection technique used was using a questionnaire. Data analysis used in this study was descriptive analysis and multiple linear analysis. The results of the study showed that partially the product variables, lifestyle, and brand image had a significant influence on purchasing decisions on the Netflix application in Pekanbaru city, while the lifestyle variable had no effect.

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