THE INFLUENCE OF FEATURES AND BRAND IMAGE ON IPHONE PURCHASE DECISION WITH LIFESTYLE AS A MEDIATING VARIABLE AMONG CONSUMERS IN JAMBI CITY
DOI:
https://doi.org/10.35145/icobima.v4i2.6258Keywords:
Feature, Brand Image, Lifestyle, Purchase DecisionAbstract
This study aims to analyze the effect of features and brand image on iPhone purchasing decisions, with lifestyle as a mediating variable for consumers in Jambi City. The background of this research is based on the phenomenon of increasing consumption of premium smartphones, especially iPhones, which are not only chosen because of functional aspects, but also because of symbols of social status and lifestyle. This study used a quantitative approach with purposive sampling technique and the number of respondents was 162 iPhone users. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through the SmartPLS application. The results showed that features and brand image have a positive and significant effect on lifestyle, as well as purchasing decisions. In addition, lifestyle is proven to mediate the relationship between features and brand image on purchasing decisions. These findings indicate that in a premium product market such as iPhone, consumers' purchasing decisions are influenced not only by product characteristics, but also by lifestyles that reflect their identity and social values.
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References
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