PENGARUH GAYA HIDUP DAN FITUR PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK APPLE (Studi Kasus pada Mahasiswa Universitas Almuslim Bireuen – Aceh)

The Influence of Lifestyle and Product Features on Purchase Decisions for Apple Smartphones(A Case Study of Students at Almuslim University, Bireuen – Aceh)

Abstract

The study aimed to analyze the influence of lifestyle and product features on the purchase decision of an Apple smartphone. Conducted among millennials, namely students at Almuslim University in Bireuen Regency, this quantitative associative study was conducted. Data were obtained from a sample of 100 students using a questionnaire, and a multiple regression analysis model was used to demonstrate its significance. The results found: a) partially, lifestyle had a positive and significant effect on purchase decisions. Similarly, the feature factor had a significant influence. b) simultaneously, both contributed positively to the purchase decision of an Apple smartphone by 84.7%. The students' lifestyle level is reflected in their interest in technology, orientation toward prestige, and modern consumption patterns. Choices in features such as camera quality, premium design, system security, and integration between devices are key determinants in attracting the interest of these millennials.