The Influence of Hedonistic Lifestyle, Brand Image and Product Quality on Iphone Product Purchase Decisions

In the era of disruption like today, it can be said that technology has become a basic need. Through the use of technology, communication processes and information delivery can be carried out easily. This has an impact on the high number of Smartphone users so that many companies in Indonesia and other countries compete to launch their best products. This study aims to determine and analyze the influence of hedonistic lifestyle, brand image and product quality on purchasing decisions for iPhone products. The object of research is Universities/Colleges located in Jember Regency. This type of research uses a quantitative method with a sample size of 100 respondents and uses a purposive proportional random sampling technique. This study uses a data collection technique in the form of a questionnaire to respondents. The data analysis technique for this study uses instrument testing, classical assumptions, multiple linear regression and hypothesis testing. The results of the analysis obtained indicate that hedonistic lifestyle, brand image and product quality have a positive and significant effect on purchasing decisions for iPhone products in Jember Regency.