Pengaruh Lifestyle Terhadap Keputusan Pembelian Iphone (Studi Kasus Mahasiswa Politeknik Negeri Bengkalis)

The iPhone has become a symbol of modern lifestyle that represents status, quality and self-image, including among Bengkalis State Polytechnic students. Even with a relatively high price, this smartphone still has a strong appeal compared to other brands because it is considered capable of meeting the functional needs as well as the lifestyle of its consumers. This study aims to analyze the effect of lifestyle on iPhone purchasing decisions among students. The approach used is quantitative with associative research type. The research population was students of Politeknik Negeri Bengkalis who used iPhone, with a sample of 100 respondents selected through purposive sampling technique. Data was collected through distributing questionnaires and analyzed using simple linear regression, after going through validity, reliability, and classical assumption tests. The t test results show that lifestyle has a positive and significant effect on purchasing decisions. These findings provide a theoretical contribution in understanding the behavior of the younger generation of consumers as well as a practical contribution for businesses in designing marketing strategies that are in accordance with consumer lifestyles, especially in the user segment of premium products such as iPhones.