PENGARUH PERSEPSI, GAYA HIDUP, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK IPHONE (Studi Kasus Mahasiswa Universitas Bung Hatta)

Abstract

This research aims to identify the impact of perception, lifestyle and price on the brand
smartphone iPhone purchase decision on a student in Bung Hatta University. The population
is all student in Bung Hatta University.Sampel in this research is as much as one hundred
students. The sampling technique in the study using purposive sampling. The scale of
measurements using a likert scale. Analysis technique using descriptive analysis, inferential
analysis, classical assumptions, multiple linear, and hypotesis. The result showed that the
perception, lifestyle and price have a significant effect on purchasing decision.
Keywords: perception, lifestyle, price, purchasing decision