THE INFLUENCE OF LIFESTYLE, BRAND AWARENESS, BRAND IMAGE, E-WOM AND PERCEIVED QUALITY ON PURCHASE INTENTION IN IPHONE SECOND IN MADIUN CITY Zulfatus Sholeha, Apriyanti, Indra Ayu Fatmala
Universitas PGRI Madiun
Abstract
Introduction: This study aims to determine the effect of lifestyle, brand awareness, brand image, E-WOM and perceived quality on purchase intention in iPhone Second in Madiun City.
Methods: This research uses Quantitative research methods. The population of all people who know the second iPhone product in Madiun City is 384 people through a google form questionnaire. This research data collection technique uses Purposive Sampling technique. The data analysis method uses Multiple Linear Regression analysis with the SPSS 25 programme. Data analysis is carried out using the Classical Assumption Test, Multiple Linear Test, Hypothesis Test.
Results: The results of this study prove that Lifestyle, Brand Awareness, E-WOM and Perceived Quality have a positive and significant effect on Purchase Intention of iPhone Second in Madiun City. Meanwhile, Brand Image has no significant effect on Purchase Intention of iPhone Second in Madiun City.
Conclusion and suggestion: Based on the above conclusions, there are several suggestions from researchers to consider, namely the variables used in this study, namely lifestyle, brand awareness, brand image, E-WOM and perceived quality. For future researchers, it is recommended to add other independent variables that can influence purchasing decisions so that the data to be processed will be more valid.
