XI. No. 2. April 2019 JURNAL TEPAK MANAJEMEN BISNIS 258 PERAN KUALITAS PRODUK, CITRA MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DAN LOYALITAS MEREK PADA PENGGUNA SMARTPHONE MEREK APPLE DI KOTA PEKANBARU

Abstract

This study aims to determine the Role of Product Quality, Brand Image
and Lifestyle on Purchasing Decisions and Brand Loyalty in Apple Brand
Smartphone Users in Pekanbaru City. This study uses primary data, namely data
obtained from interviews and questionnaires to consumers who have purchased
Apple Brand Smartphones. Secondary data obtained relates to the literature
relating to researchers. The sample in this study was 270 consumers, taken by
purposive sampling method. The analytical method used in this study is to use the
Structural Equation Model (SEM) analysis with the help of the AMOS program.
The results of the study show that 1) Product quality has a positive and
significant effect on purchasing decisions. 2) Brand image has a positive and
significant effect on purchasing decisions. 3) Lifestyle has a positive and
significant effect on purchasing decisions, and 4) Purchasing decisions have a positive and significant effect on brand loyalty