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p-Index From 2021 - 2026
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All Journal Journal of Management, Economic, and Accounting
Tuegeh, Eric Marfianda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Product Quality and Brand Image on Generation Z Consumer Loyalty toward iPhone Smartphone Products Tuegeh, Eric Marfianda; Pane, Dewi Nurmasari; Harianto, Harianto
Journal of Management, Economic, and Accounting Vol. 5 No. 3 (2026): July
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i3.1624

Abstract

This study aims to examine how product quality and brand image affect Generation Z consumer loyalty toward iPhone smartphone products amid increasingly intense competition in the smartphone industry. Companies are required to understand the key components responsible for building and maintaining consumer loyalty, particularly among the Gen Z demographic, which has unique characteristics as digital natives. This study employs a quantitative approach with a causal research design using a survey method. The research subjects consist of Generation Z consumers who use iPhones in Medan City, with a sample of 50 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression analysis. The results show that improvements in product quality and the strengthening of a positive brand image simultaneously have a positive and significant effect on Gen Z consumer loyalty. Product quality has the strongest influence on the formation of loyalty, followed by brand image, which plays a role in strengthening consumers’ emotional attachment to the brand.
Co-Authors Dewi Nurmasari Pane Harianto Harianto