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ABSTRACT
This research aims at finding out the influence of lifestyle on the process of purchase decision of Android smartphone consumers (a study to Indonesian Android Community). The research method used was explanatory research method. The data were collected from literature study and field study through observation, interview, and questionnaire. The sampling technique was simple random sampling through drawing. It is by taking a sample from a population randomly, without looking at the strata in the population. The analysis of data was conducted by using quantitative analysis and statistics that covers simple linear regression, Pearson correlation analysis, determination coefficient, and hypothesis test. The Pearson correlation analysis shows that the closeness relationship is 0.595. The determination coefficient is 35.4% and the regression equity is Y=10,409+0,744X, which show that there is a positive influence of lifestyle on the process of purchase decision. Lifestyle plays a role for consumers to make purchase decision process. Along with the consumer lifestyle, it is better for companies to provide facilities that are in a line with consumer needs and lifestyle. The purpose is for consumer satisfaction and to increase purchase decision regarding Android smartphone.
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1.RESEARCH BACKGROUND
Purchase decision of a consumer to a product is started with a buyer's awareness towards needs. A consumer realizes that there is a difference between a real condition and wanted condition. It causes a consumer to look for more information to find out his desired product. After he obtains information, he does an evaluation about what he wants and what he needs. Before a decision is made, a consumer will be facing processes of decision making which are needs recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior (Kotler, 2009:204).
The process of consumer purchase decision is usually affected by consumer behavior mainly in relation to consumer lifestyle in which in this era, the consumer lifestyle is following technology development, especially in smartphone field. Lifestyle reflects an entire people that interact with their environment. Lifestyle has an influence on someone's behavior that in the end, it decides someone's consumption choice. It is strengthened by Kotler (2008:210) who says that lifestyle is someone's life pattern in the universe represented in his activity, interest, and opinion. Lifestyle illustrates "the whole...