THE INFLUENCE OF LIFESTYLE, FEAR OF MISSING OUT (FOMO), AND PRODUCT QUALITY ON THE PURCHASE DECISION OF IPHONE SMARTPHONES (CASE STUDY ON STUDENTS OF THE ISLAMIC UNIVERSITY OF LAMONGAN)

Abstract

This study aims to analyze the influence of lifestyle, fear of missing out (FOMO), and product quality on the purchase decision of iPhones among students of Universitas Islam Lamongan. This research employs a quantitative approach. The population consists of Universitas Islam Lamongan students from the 2022, 2023, and 2024 cohorts who use iPhones, with a sample size of 100 respondents. Data analysis was conducted using SPSS version 26, including instrument testing, classical assumption tests, multiple linear regression analysis, hypothesis testing, and the coefficient of determination test. The resulting mathematical model is: Y = 0,887 + 0,229X1 + 0,280X2 + 0,444X3 representing the influence of lifestyle, FOMO, and product quality on purchase decisions. The findings indicate that lifestyle, fear of missing out, and product quality have a positive influence on purchase decisions. The results of the t-test show that tcount > ttable. Simultaneously, lifestyle, fear of missing out, and product quality significantly affect purchase decisions, as evidenced by the F-test results indicating F-count > F-table. Among the variables, product quality has the most dominant influence on iPhone purchase decisions.