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Peran Brand Image, Kualitas Produk, Harga Dan Gaya Hidup Generasi Z Terhadap Keputusan Pembelian Iphone

Year: 2025

Type: article

Abstract: This study examines the impact of brand image, product quality, price, and lifestyle on iPhone purchasing decisions among Generation Z, specifically Dian Nuswantoro University students. Using a quantitative approach with an questionnaire survey distributed to 133 students, the data were analyzed through Partial Least Square (PLS). The results revealed that brand image, product quality, price, and lifestyle positive and significantly influence iPhone purchasing decisions. A strong brand image boosts buying interest, product quality builds confidence, price aligns with perceived benefits, and lifestyle affects preferences based on social status. The findings suggest that Apple should focus on brand image, product quality, and pricing strategies tailored to young consumers.

Source: Dinamika

DOI: 10.51903/pbq53q10

Authors: Danang Wijanarko, Mahmud Mahmud, Awanis Linati Haziroh, Elia Resha Fatmawati

Institution: Universitas Dian Nuswantoro

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410923930

FWCI:

Cites: 19

Cited by:

Related to: 10