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Oktoriza, Linda Ayu
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Journal : Distribusi

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PRESTIGE OR PREFERENCE? GENERATION Z’S PURCHASE DECISION BEHAVIOR TOWARD IPHONE AND SAMSUNG SMARTPHONES Merliana, Ira; Putra, Febrianur Ibnu Fitroh Sukono; Kusuma, Pradana Jati; Oktoriza, Linda Ayu
Distribusi - Journal of Management and Business Vol. 14 No. 1 (2026): Distribusi, March 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v14i1.690

Abstract

The development of digital technology has made smartphones a primary necessity for Generation Z, especially in the premium segment such as iPhone and Samsung. This study aims to analyze the influence of functional, emotional, social, and epistemic values on brand preference and purchase decisions, with brand preference as a mediating variable. The study employs a quantitative approach using an explanatory survey design involving 124 Generation Z students from the Faculty of Economics and Business at Dian Nuswantoro University. Data were collected through a five-point Likert scale questionnaire and analyzed using SEM-PLS with SmartPLS 4. The results show that functional and epistemic values have a significant effect on Brand Preference and Purchase Decision, while emotional and social values do not have a significant effect. Brand Preference was found to have a significant effect on Purchase Decision and mediated the effect of functional and epistemic values on Purchase Decision. These findings indicate that Gen Z considers rational and novelty aspects more than emotional and social status aspects when purchasing premium smartphones.
Co-Authors Abdullah, Rais Abroza, Ahmad Agus Prayitno Ahmad Abroza Ahmad Junaidi Ahmad Junaidi Almira Santi Samasta Amerti Irvin W Amerti Irvin Widowati Amerti Irvin Widowati Amerti Irvin Widowati Amerti Irvin Widowati Amerti Irvin Widowati Amimah Qodari Amron Amron Ana Kadarningsih Ariawan, Ariawan Arlanda Muhammad Hakim Awaly, Ahmad Himam Awwal, Muhammad Al Faridho Cahyani, Devika Cakranadi, Muhamad Chasanah, Amalia Nur diah cahyani Dian Indriana Hapsari Dian Indriana Tri Lestari Diana Aqmala Diana Puspitasari Diva Aulia Nurfitriani Elia Resha Fatmawati Fadhli, Muhammad Ataka Fakhmi Zakaria Febrianur Ibnu Fitroh Sukono Putra Fitriani Fitriani Gufron, Ahmad Syaiful Herry Subagyo Ida Farida Imam Nuryanto Imron Natsir Imron Natsir, Imron Indriana, Dian Karis Widyatmoko Kusmindar, Arif Kusuma, Pradana Jati La Diu Samiu Laksana, Ilham Tri Lestari, Fransiska Wahyu Mahmud Mahmud Mahmud Mahmud Maria Safitri Masitha Fahmi Wardhani Merliana, Ira Mertha Agung Durya, Ngurah Pandji Muhammad Anas Muhammad Anas Nanda Adhi Purusa Nazara, Desman Serius Oktavia , Vicky Oktavia, Vicky Prawitasari, Dian Priyanti, Elmi Ning Pulung Adiluhung Putro Putra Ariyadi, Krisna Yunantha Rahimah Rahma Fadila Rahayu Rais Abdullah Ratna Herawati Ratna Herawati Rissa Anandita Roymon Panjaitan Rudi Kurniawan Safitri, Maria Samasta, Almira Santi Samiu, La Diu Saputra, Kevin Sayudha Adi Sari, Embun Oktavia Setiawan, Aries Sugiarto, Hendro Suhita Whini Setyahuni Sulaiman Efendi Siregar Surjawati - Surjawati Surjawati Surjawati Surjawati Surjawati, S Susanti, Sabrina Triyas, Vina Wahyuning Ulsatunnisa, Ulsatunnisa Velyna Shofiyatun Nasikhah Vera Sari Vicky Oktavia Viranisa, Arifia Nur Wibowo, Mochammad Eric Suryakencana Widivandavin, Yohanes Elya Phisston Widowati, Amerti Irvin Widya Latief, Indha Maharani Yanti, Jumianis Yenny Ernitawati Yovita , Lenni Yovita, Lenni Yulita Setiawanta Zakaria, Fakhmi