Pengaruh Lifestyle, Mental Accounting, Citra Merek, Kualitas Produk dan Kepercayaan Terhadap Keputusan Pembelian Iphone pada Mahasiswa Universitas Sumatera Utara

Abstract

The objective of this study is to examine the influence of lifestyle, mental accounting, brand image, product quality and trust on Iphone purchase decisions students at the University of North Sumatera. This type of research is associative research with quantitative methods. The population in this study was 44.182 students at the University of North Sumatera with a sample of 346 students. The sample size for this study was determined using the Isaac and Michael table. The sampling technique used in this research is convenience sampling. This study uses questionnaires as main data collection method. The results of this research show that lifestyle, mental accounting, brand image, product quality and trust have a positive and significant influence on Iphone purchase decisions students at the University of North Sumatera.