PENGARUH GAYA HIDUP DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE POCO

This study aims to determine the influence of lifestyle and brand image on purchasing decisions for POCO smartphones. A quantitative approach was employed using a survey method. A total of 126 respondents were selected through purposive sampling, with criteria including individuals aged 17 or older who have purchased or used a POCO smartphone. Data were collected through an online questionnaire and analyzed using multiple linear regression with the help of SPSS. The analysis results indicate that lifestyle has a positive and significant influence on purchasing decisions, as does brand image, which also shows a positive and significant effect. The coefficient of determination (R²) value of 0.613 suggests that 61.3% of the variation in purchasing decisions can be explained simultaneously by the two independent variables. Based on these findings, it can be concluded that lifestyle and brand image play important roles in influencing consumers’ decisions to purchase POCO products. These findings provide insights for companies in designing more effective marketing strategies by aligning products with consumer lifestyles and strengthening brand image.