PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE 14 MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING

The research aimed to: (1) describe consumer responses regarding Lifestyle, Brand Image, and Purchasing Decisions on iPhone 14, (2) analyze the influence of Lifestyle on consumer Brand Image on iPhone 14, (3) analyze the influence of Lifestyle on consumer Purchasing Decisions on iPhone 14, (4) analyze the influence of Brand Image on consumer Purchasing Decisions on iPhone 14, (5) analyze the influence of Lifestyle on consumer Purchasing Decisions through Brand Image on iPhone 14. A quantitative survey with a sample size of 150 respondents was employed. The population for this research was consumers who had purchased and used iPhone 14 in Malang. The Partial Least Square (PLS) model was utilized for data analysis. The research concluded that: (1) consumer responses regarding lifestyle and brand image were in the good category, and purchasing decisions were in the excellent category, (2) lifestyle had a positive and significant effect on brand image, (3) lifestyle had a positive and significant influence on purchasing decisions, (4) brand image did not have a significant effect on purchasing decisions, and (5) brand image was unable to mediate the relationship between lifestyle and purchasing decisions. It is recommended that future research review the indicators that will be used, expand the variables, especially using brand image as a moderator variable.