This Analisis Faktor-faktor yang Mempengaruhi Keputusan Pembelian iPhone

This study aims to analyze the influence of product quality, price, promotion, lifestyle, and brand image on consumers’ purchasing decisions of iPhone products in the Calingmas region (Cilacap, Purbalingga, and Banyumas). The research adopts a quantitative approach using a survey method involving 130 iPhone users selected through accidental sampling and snowball sampling techniques. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using SPSS version 27. The results indicate that product quality, price, and brand image have a significant effect on iPhone purchasing decisions, while promotion and lifestyle do not show a significant influence. These findings suggest that iPhone purchasing decisions are more strongly driven by considerations of product quality, price suitability, and brand image strength rather than promotional activities and lifestyle factors. This study is expected to serve as a reference for companies in formulating more effective marketing strategies.