Pengaruh Co-Branding, Electronik Word Of Mouth dan Lifestyle Terhadap Keputusan Pembelian Produk Smartphone Infinix

This study aims to analyze the effect of Co-branding, electronic word of mouth, and lifestyle on the purchase decision of Infinix smartphnoe products. The population in this study were consumers who had purchased Infinix smartphone products or Infinix smartphone users. The sample consisted of 97 respondents using purposive sampling, and the researcher used a pre-test stage with 30 respondents. The data analysis techniques used in this study were validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, f-test, and coefficient of determination. The results of this study indicate that there is a positive and significant influence between the variables of co-branding, electronic word of mouth, and lifestyle on the decision to purchase Infinix smartphone products. Keyword : Co-branding, electronic word of mouth, lifestyle, purchasing decisions