PENGARUH GAYA HIDUP DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE PADA MAHASISWA INSTITUT TEKNOLOGI DAN BISNIS NOBEL INDONESIA MAKASSAR

Nur Ramadhany Karim. 2022. The Influence of Lifestyle and Brand Equity on iPhone Product Purchase Decisions for Students of the Indonesian Nobel Institute of Technology and Business Makassar, supervised by Un Dini Imran and Nurhaeda Z.
This study aims to determine and analyze the effect of lifestyle and brand equity on iPhone product purchase decisions on students of the Indonesian Nobel Institute of Technology and Business Makassar.
The type in this research is descriptive quantitative. This research was conducted at the Makassar Nobel Indonesia Institute of Technology and Business Campus with a research of time 2 months. The population in this study were all 513
undergraduate students of the Management Department of the Nobel Indonesia Institute of Technology and Business Makassar as many as 513 people. Sampling using a non-probability sampling technique that using the Slovin formula, so that the number of samples can be determined as many as 84 people. The method of analysis used multiple linear regression with the help of SPSS Version 25.
The results of this study prove that partially or simultaneously it is proven that Lifestyle and Brand Equity have a positive and significant effect on iPhone Product
Purchase Decisions for Students of the Indonesian Nobel Institute of Technology and Business. This study resulted in the value of the coefficient of determination R2 or R
Square was 0.183. These results mean that the Lifestyle and Brand Equity variables have a relationship with iPhone Product Purchase Decisions at the Nobel Indonesia
Institute of Technology and Business Makassar Students by 18.3%, and the remaining 81.7% is explained by reasons other than the model.