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All Journal International Journal of Business, Law, and Education
Az-Zahra, Aulia Miftah
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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The Role of Trust as a Mediator in Enhancing Purchase Decisions for iPhone Prastowo, Sugeng Lubar; Sobirov, Bobur; Alunis, Kalyca Shafhah Suci; Az-Zahra, Aulia Miftah; Syahira, Aurisa
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.944

Abstract

This study aims to examine the influence of brand image, product quality, and lifestyle on iPhone purchase decisions in Tangerang, with trust as a mediating variable. The study is motivated by the significant increase in iPhone usage in Indonesia, despite a decline in sales observed in 2023. The sample consists of 180 iPhone users selected through non-probability sampling. Data were collected using Likert-scale questionnaires and analyzed using the SEM approach with SmartPLS 3.0. The results show that brand image, lifestyle, and trust significantly influence purchase decisions, while product quality requires trust mediation to impact purchase decisions. These findings emphasize the importance of integrating trust into marketing strategies to enhance purchase decisions.
Co-Authors Alunis, Kalyca Shafhah Suci Sobirov, Bobur Sugeng Lubar Prastowo Syahira, Aurisa