The Influence of Viral Marketing, Brand Image, and Lifestyle on Iphone Purchase Decisions in Umsida Students
Pengaruh Viral Marketing, Brand Image, dan Lifestyle terhadap Keputusan Pembelian Iphone pada Mahasiswa Umsida
DOI:
https://doi.org/10.21070/ups.5503Keywords:
Viral Marketing, Brand Image, Lifestyle, IphoneAbstract
This study aims to determine the impact of Viral Marketing, Brand Image, and Lifestyle on iPhone Purchase Decisions in Umsida Students, who use the method of sending questionnaires through Google Form to 100 respondents of iPhone users, indicating that Viral Marketing has a positive and significant influence that is partly on purchasing decisions. In addition, the findings also highlight that Brand Image contributes in part with a positive and significant impact on purchasing decisions. In addition, lifestyle also has a positive and significant influence in part on purchasing decisions. Data analysis revealed that viral marketing plays an important role in increasing exposure and positive perceptions of iPhones, while a strong brand image helps build consumer trust and influence their preferences for products. In addition, a key role is also played by the lifestyle of consumers in influencing purchasing decisions
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