The Influence of Lifestyle, Brand Image, and Product Quality on Purchase Decisions for Pre-Owned iPhones in the Magetan Region

Yoppy Hendra Kristianto; Muhammad Imron; Mohammad Sofyan

doi:10.63922/ijbqr.v4i03.5256

Yoppy Hendra Kristianto Universitas Merdeka Madiun, Indonesia
Muhammad Imron Universitas Merdeka Madiun, Indonesia
Mohammad Sofyan Universitas Merdeka Madiun, Indonesia

DOI: https://doi.org/10.63922/ijbqr.v4i03.5256

Keywords: Brand image, Lifestyle, Product Quality, Purchase Decisions, Used Iphone

Abstract

Used smartphone consumption has remained a growing business trend due to its distinct economic advantages and social implications for consumer lifestyles in developing regions. While studies have addressed new gadget acquisitions, studies simultaneously addressing lifestyle, brand image, and product quality in the secondhand smartphone market seem sketchy. Therefore, this study examines the predictive role of lifestyle, brand image, and product quality on purchase decisions for used iPhones among consumers in Magetan, Indonesia. A descriptive and associative quantitative research design was adopted, while a purposive sampling technique was used to select 100 participants. A validated questionnaire was used to collect data and analyzed using multiple linear regression to test hypotheses which were accepted at p < 0.05 level of significance. The result demonstrated that lifestyle, brand image, and product quality significantly predicted purchase decisions among study participants, R2 = 0.819, F (3, 97) = 146.335, p < 0.001. Furthermore, lifestyle (Beta = 0.820, p < 0.001), brand image (Beta = -0.222, p < 0.001), and product quality (Beta = 0.242, p = 0.007) significantly predicted used iPhone purchase decisions. The study concludes that lifestyle, brand image, and product quality significantly contribute to used iPhone purchase decisions among study participants. The study recommends that mobile phone retailers in the Magetan region optimize quality control, maintain brand integrity, and leverage consumer lifestyle trends to systematically enhance sales performance.

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