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p-Index From 2021 - 2026
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All Journal Greenation Management and Business Review (GMBR)
Nabila Sri Maharani
Management Study Program, Faculty of Economics, Business, and Humanities, Trilogi University, Indonesia

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The Influence of Brand Trust, Word of Mouth, and Lifestyle on iPhone Purchasing Decisions among Generation Z Nabila Sri Maharani; Yocky Pramudya Ananda
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.780

Abstract

This study analyzes the influence of brand trust, word-of-mouth (WOM) communication, and lifestyle on iPhone purchase decisions among Generation Z. The objective is to determine the extent to which brand trust, word-of-mouth recommendations, and lifestyle factors influence the purchase decisions of Generation Z consumers. This study employs a quantitative method using a survey approach. Data were collected by distributing questionnaires to 150 Generation Z respondents in the Jabodetabek area who had used or purchased an iPhone within the last year. The collected data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that brand trust has a positive effect on purchase decisions, word of mouth communication also demonstrates a positive effect on purchase decisions; and lifestyle factors show a positive influence on purchase decisions.
Co-Authors Yocky Pramudya Ananda