Business, Management and Accounting
10 months ago

Brand image and lifestyle significantly impact iPhone purchasing decisions in Jambi City.

JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW
INFLUENCE OF BRAND IMAGE AND LIFESTYLE ON PURCHASING DECISIONS IPHONE IN JAMBI CITY
Agesha Marsyaf, Dimas Ihza Rifandi, Rian Dani

Paper Summary

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The study looked at how brand image and lifestyle impact people's decisions to buy iPhones in Jambi City. They found that both brand image and lifestyle play a role in influencing iPhone purchases. Specifically, the study showed that brand image and lifestyle have a significant impact on iPhone buying decisions in Jambi City.