THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE AND LIFESTYLE ON CUSTOMER BUYING DECISION OF APPLE IPHONE (Case Study on Students of the Faculty of Economics and Business Unhas) =

This research aims to analyze the Influence of Product Quality, Brand Image and Lifestyle on Customer Buying Decision of Apple Iphone Customers. Design of this research is scientific research with quantitative approach. Data were obtained from questionnaire and library research. Population of this research is students of the Faculty of Economics Hasanuddin Makassar, Class of 2018-2020 which is 1.388 audiences. This research used accidental sampling technique with a total sample of 100 based on the Slovins formula. Data were analyzed using descriptive analysis, multiple linear regression, classical assumption test, hypotheses testing consisting of T-test and coefficient of determination test using the SPSS 25 software. The results of this research indicate that there is a positive and significant effect of product quality, brand image and lifestyle partially toward customer buying decisions.