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All Journal Proximal: Jurnal Penelitian Matematika dan Pendidikan Matematika Jurnal Infomanpro Jurnal Riset dan Inovasi Pembelajaran Dinamika
Wijanarko, Danang
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Chemistry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Transportation Other

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Journal : Dinamika

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PERAN BRAND IMAGE, KUALITAS PRODUK, HARGA DAN GAYA HIDUP GENERASI Z TERHADAP KEPUTUSAN PEMBELIAN IPHONE: (Studi Pada Mahasiswa Universitas Dian Nuswantoro Pengguna Iphone) Wijanarko, Danang; Mahmud, Mahmud; Haziroh, Awanis Linati; Fatmawati, Elia Resha
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/pbq53q10

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.
Co-Authors Awanis Linati Haziroh Fatmawati, Elia Resha Mahmud Mahmud Nugroho, Danang Hadi Saleh, Sirajudin Sufriadi Sufriadi ZAHIR, LUTFAN ANAS