The Effect of Lifestyle and Product Quality on Mobile Phone Purchasing Decisions at Sam Ratulangi University Students in Manado Indonesia

Ratag, Johana and Limpeleh, Roslina and Kaunang, Anneke M and Mandulangi, Jufrina (2018) The Effect of Lifestyle and Product Quality on Mobile Phone Purchasing Decisions at Sam Ratulangi University Students in Manado Indonesia. The Effect of Lifestyle and Product Quality on Mobile Phone Purchasing Decisions at Sam Ratulangi University Students in Manado Indonesia, VI (XII). pp. 41-50. ISSN 2201-2796

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Abstract

The purpose of this research was to determine the effect of lifestyle and product quality on mobile phone purchasing decisions at Samratulangi University Manado Students. The research of associative research is research to find out the relationship between two variables or more. This research examines the influence and relationship between independent variables, namely lifestyle (X1) and product quality (X2) on the dependent variable, namely the purchasing decision (Y). The population in this research were active college students which numbered 2,369 with the number of samples used by 96 respondents. The results of the study show that lifestyle, and product quality simultaneously influence the purchasing decisions of mobile phones. This influence in terms of the coefficient of determination is around 30%, while the rest is caused by other factors, such as advertising, prices, marketing strategies, customer loyalty, brand image and others. Lifestyle influences purchasing decisions, so that to support lifestyle, mobile purchasing decisions will increase. Product quality has an effect on purchasing decisions, so that by producing a good product it will greatly influence the purchasing decisions of mobile phones.

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