Lifestyle, Brand Image, and Financial Behavior: Determinants of Smartphone Purchase Decision among Students
DOI:
https://doi.org/10.47747/snfmi.v2i1.2350Abstract
In the digital era, smartphone usage among students is increasing, with consumer preference shifting from affordable smartphones to high-end models like the iPhone. This study aims to analyze the influence of lifestyle, brand image, and financial behavior on the decision to purchase an iPhone among students. The problem addressed is the consumptive financial behavior of students, who tend to spend money on premium products despite economic constraints. The sample consists of 202 students from Universitas Klabat who have been using an iPhone for at least six months. The methodology used is quantitative research with a descriptive correlational technique. Data were collected through online questionnaires and analyzed using SPSS and SmartPLS. This study provides insights into the factors influencing smartphone purchase decisions among students, which marketers can use to design more effective marketing strategies.
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