The Influence Of Hedonism Lifestyle, Product Quality And Price On The Iphone Smartphone Purchase Decision Of Students Of Dehasen University Bengkulu
Abstract
This type of research is a quantitative approach. The method used in this study is a quantitative descriptive method. The purpose is to find out how the influence of hedonism lifestyle on the purchasing decision of iPhone Smartphones of Management Study Program Students Class A TA. 2024/2025 Dehasen University Bengkulu whether it has a direct or indirect effect. The results of the study show that there is an influence of hedonism lifestyle (X1) on the purchasing decision of iPhone smartphones (Y) based on the results of the t-test for the product quality variable (X2) is 2.589. The t-value when compared with the t-table is 0.1447 and t-count> t-table (2.445> 0.1447) with a significant level of 0.001<5% then Ho is rejected and Ha is accepted. There is an influence of product quality (X2) on the decision to purchase an iPhone smartphone (Y) based on the results of the t-test for the product quality variable (X2) is 2.589, the t-value when compared with the t-table is 0.1447 and t-value>t-table (2.589>0.1447) with a significant level of 0.003<5%, then Ha is rejected and Ho is accepted. There is an influence of price (X3) on the decision to purchase an iPhone smartphone (Y) based on the results of the t-test for the product quality variable (X2) is 3.763, the t-value when compared with the t-table is 0.1447 and t-value>t-table (3.763>0.1447) with a significant level of 0.002<5%, then Ha is rejected and Ho is accepted. The Ftable result is 2.65 because Fcount>Ftable (7.894>2.65) then Ha is accepted and Ho is rejected meaning that there is a significant influence of the hedonism lifestyle variables (X1), product quality (X2) and price (X3) together or simultaneously on the decision to purchase an iPhone smartphone (Y). The coefficient of determination value R Square R2 = 0.781. This value means that the independent variables together contribute 78.1% in influencing the dependent variable with moderate criteria.
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