PENGARUH GAYA HIDUP DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK APPLE PADA CUSTOMER APPLE DI PEKANBARU

Abstract

This study aims to analyze the influence of lifestyle and price perception on the purchasing decisions of Apple products among Apple customers in Pekanbaru. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to Apple customers in Pekanbaru selected using a purposive sampling technique. The collected data were analyzed using multiple linear regression analysis to determine the effect of each independent variable on purchasing decisions, both partially and simultaneously. The results of the study indicate that lifestyle has a positive and significant effect on the purchasing decisions of Apple products. Price perception also has a positive and significant effect on purchasing decisions. Simultaneously, lifestyle and price perception significantly influence the purchasing decisions of Apple products among customers in Pekanbaru. These findings suggest that consumers consider not only price but also perceive Apple products as part of their lifestyle, self-image, and need for high-quality technology. Therefore, the company should maintain product quality, strengthen its brand image, and implement pricing strategies that align with consumers' perceived value.