The Influence of Product Quality, Brand Image, and Lifestyle on the Decision to Purchase iPhone 12 among BRI Bank Employees at the Jakarta Region I Office
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Abstract
This study aims to test and prove the effect of Product Quality, Brand Image, and Lifestyle on the decision to purchase an iPhone 12 for Bank BRI employees in the Jakarta Regional Office I. The sampling technique used is nonprobability, namely convenience sampling. The research respondents used were 65 respondents with qualifications, namely employees who work at Bank BRI Regional Office I Jakarta and iPhone 12 users. Data was collected using the digital questionnaire method, namely the Google form. The research method used is the Quantitative Research Method. The analytical method used is PLS (Partial Least Square) with the SmartPLS version 3 program. The results of the study conclude that Product Quality, Brand Image, and Lifestyle have a positive and significant influence on Purchase Decisions.
期刊介绍：
Welfare states have made well-being one of the main focuses of public policies. Social policies entail, however, complicated, and sometimes almost insurmountable, issues of prioritization, measurement, problem evaluation or strategic and technical decision making concerning aim-setting or finding the most adequate means to ends. Given the pressures to effectiveness it is no wonder that the last several decades have witnessed the imposition of research-based social policies as standard as well as the development of policy-oriented research methodologies. Legitimate social policies are, in this context, more and more dependent on the accurate use of diagnostic methods, of sophisticated program evaluation approaches, of benchmarking and so on. Inspired by this acute interest, our journal aims to host primarily articles based on policy research and methodological approaches of policy topics. Our journal is open to sociologically informed contributions from anthropologists, psychologists, statisticians, economists, historians and political scientists. General theoretical papers are also welcomed if do not deviate from the interests stated above. The editors also welcome reviews of books that are relevant to the topics covered in the journal.
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