PENGARUH CITRA MEREK DAN GAYA HIDUP TERHADAP MINAT BELI IPHONE DI KOTA CILEGON

Abstract

This study aims to determine the effect of brand image and lifestyle on the interest in purchasing iPhones in the city of Cilegon. This study uses a quantitative approach with a population of all consumers who visit and plan to purchase iPhone products at the Erafone Cilegon store. The sample used consisted of 100 respondents selected through accidental sampling. Data were collected using a closed questionnaire with a 5-point Likert scale and analyzed using multiple linear regression tests. The results showed that brand image and lifestyle significantly influenced the intention to purchase an iPhone, both partially and simultaneously. A strong brand image can add value to a product, thereby attracting attention and increasing consumer loyalty. Meanwhile, lifestyle also plays an important role in determining individual preferences and consumption patterns, including interest in purchasing premium products such as the iPhone.

Keywords: Brand Image; Lifestyle; Purchase Interest.