PENGARUH CITRA MEREK DAN HARGA TERHADAP PEMBELIAN ULANG IPHONE DI MALANG: DENGAN MODERASI GAYA HIDUP (Studi Pada Pelanggan Iphone Meteor Cell)

This research contributes to the understanding of repurchase behavior by examining the roles of brand image and price, with lifestyle considered as a potential moderating influence. The study's findings, based on a survey of 250 iPhone users, indicate that both brand image and price have a statistically significant and positive impact on repurchase behavior. Although lifestyle also exhibits a positive relationship with repurchase behavior, it fails to demonstrate a moderating effect on the relationship between brand image/price and repurchase decisions.