Publikasi
Karya Ilmiah MahasiswaPencarian Spesifik
Kunjungan
This study aims to examine the effect of perceived value, lifestyle,
motivation, and brand image on purchasing decisions of iPhone
smartphones in Pekalongan. The research is based on consumer behavior
theory which explains that purchasing decisions are influenced by
psychological and personal factors such as perceived value, lifestyle,
motivation, and brand image. The study seeks to identify which variables
significantly influence consumer purchasing decisions toward iPhone
products.
This research uses a quantitative approach with a survey method. Data
were collected through questionnaires distributed online via Google
Forms to 126 respondents who are iPhone users in Pekalongan using
purposive sampling technique. The data analysis method used is
Structural Equation Modeling (SEM) with SmartPLS 4.1.1.6 software.
Measurement of responses was conducted using a Likert scale to evaluate
respondents’ perceptions of the research variables.
The results show that lifestyle, motivation, and perceived value have a
positive and significant effect on purchasing decisions of iPhone
smartphones in Pekalongan. Among these variables, motivation has the
strongest influence on purchasing decisions. Meanwhile, brand image
does not have a significant effect on purchasing decisions. The findings
indicate that consumers tend to consider functional benefits, personal
needs, and lifestyle compatibility rather than brand image when deciding
to purchase an iPhone smartphone.
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| Properti | Nilai Properti |
|---|---|
| Organisasi | Universitas Muhammadiyah Pekajangan Pekalongan |
| umpp.pekalongan@yahoo.com | |
| Alamat | Jl. Raya Pekajangan No. 1A Kedungwuni Pekalongan |
| Telepon | (0285) 7832294 |
| Tahun | 2026 |
| Kota | Pekalongan |
| Provinsi | Jawa Tengah |
| Negara | Indonesia |