Abstract :
The iPhone is known as a symbol of a modern lifestyle which is in great demand by the public, including in Bengkalis District. Even though the price is quite high, it still has a strong appeal compared to other brands. This research aims to analyze the influence of lifestyle and reference groups on purchasing decisions for iPhone brand smartphones in Bengkalis District. This type of research is associative research with a quantitative approach. Sampling was carried out using non-probability sampling techniques. The data collection technique was carried out using a questionnaire. The population in this research is people in Bengkalis subdistrict who use iPhone brand smartphones with a sample of 100 consumers. The data analysis used is multiple linear regression analysis. From the results of research that has been carried out based on the t test and f test, it can be concluded that lifestyle and reference groups have a positive and significant effect on purchasing decisions