PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN GAYA HIDUP SEBAGAI VARIABEL MEDIASI (Studi pada pengguna Iphone 14 di Kota Malang)

This study aims to describe the condition of product quality, lifestyle and purchasing decisions, analyze product quality on purchasing decisions, analyze the influence of product quality on lifestyle, analyze the influence of lifestyle on purchasing decisions analyze the role of lifestyle in mediating product quality on purchasing decisions. The population in this study were iPhone 14 users with a sample size of 120 respondents. The method used was path analysis with SPSS 25. The results of this study indicate that product quality has a significant positive effect on purchasing decisions, product quality has a significant positive effect on lifestyle, lifestyle has a significant positive effect on purchasing decisions and lifestyle can mediate the influence of product quality on purchasing decisions.