Mobile brand Samsung is one of the world's famous smart phone brands originating from Korea. This study focuses on consumers who use Samsung brand mobile phones.
The type of research is quantitative descriptive method. This study aims to identify: the influence of lifestyle and brand trust together and individually to the decision of purchasing Samsung mobile phone in Purwodadi City. Subjects in this study are Samsung mobile users who are in Purwodadi City. The number of samples in this study 100 respondents. Sampling technique using purposive sampling. Analyzer in this research using multiple linear regression analysis, simultaneous test (F test), partial test (t test) and Test coefficient of determination (R2).
Based on the results of research indicate that partially and simultaneously lifestyle and brand trust on Samsung mobile phone purchase decision have positive and significant effect. In the model established lifestyle and brand trust able to explain the purchase decision variable of 47.5% and the remaining 52.5% is still influenced by other variables.
Keywords: lifestyle, brand trust, purchasing decision, Samsung
