Author - Dinda VIORENTINA

During the pandemic, smartphone sales in Indonesia increased, especially for companies that continued to innovate, emphasize product quality, and develop creative products. This research aims to examine whether brand image, product quality, and lifestyle affect iPhone purchasing decisions. The method used in this study is a quantitative research method using primary data, conducted through surveys by distributing questionnaires in Yogyakarta Special Region Province, Indonesia. Respondents in this research are iPhone users in Indonesia, and the sampling method in this research involved purposive sampling. After passing the test phase, and through validity and reliability tests, 200 responses were collected. Data analysis tool uses multiple linear regression analysis. The results showed that product quality and lifestyle had positive and significant effect on purchase decision, but brand image does not influence purchase decision. In this case, brand image does not have an influence on...