PENGARUH PRODUCT QUALITY, BRAND IMAGE, dan LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi Pengguna Smartphone Samsung di Kabupaten Kebumen)

This study aims to examine and analyze the influence of product quality, brand image, and lifestyle on Samsung smartphone purchasing decisions (a study of Samsung smartphone users in Kebumen Regency). This study sampled 110 respondents from Samsung smartphone users in Kebumen Regency. Data collection used a questionnaire via Google Forms. This study employed a non-probability sampling technique with purposive sampling. The variables used in this study were product quality (X1), brand image (X2), lifestyle (X3), and purchasing decisions (Y). This study employed descriptive and statistical data analysis techniques, including instrument testing, classical assumption testing, multiple regression analysis, and hypothesis testing using SPSS for Windows (Statistical Product and Services Solutions) version 2025.
The results of this study indicate that all variables are valid and reliable. The relationship between product quality and purchasing decisions shows a significant effect. The relationship between brand image and purchasing decisions shows a significant effect. The relationship between lifestyle and purchasing decisions shows a significant effect. Simultaneously, the variables of product quality, brand image and lifestyle influence purchasing decisions.
Keywords: Product Quality, Brand Image, Lifestyle and Purchasing Decisions