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All Journal Bisnis Net : Jurnal Ekonomi dan Bisnis
Melani, Wiwik
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Economics, Econometrics & Finance

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PENGARUH INOVASI PRODUK, EKUITAS MEREK, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI KALANGAN GEN Z Wardani, Rina Umi; Rizkina, Fanisa; Melani, Wiwik; Kusrini, Eni
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.6884

Abstract

This study aims to analyze the influence of product innovation, brand equity, and lifestyle on iPhone purchasing decisions among Gen Z. The method used is a quantitative approach with multiple linear regression techniques. Data were obtained by distributing questionnaires to Gen Z who had purchased and used an iPhone. The results of the study indicate that partially product innovation, brand equity, and lifestyle each have a positive and significant effect on purchasing decisions. In addition, simultaneously the three variables also have a positive and significant effect on iPhone purchasing decisions among Gen Z. This finding indicates that companies need to continue to innovate products, build strong brand equity, and adjust marketing strategies to consumer lifestyles to improve purchasing decisions. 
Co-Authors Eni Kusrini, Eni Rizkina, Fanisa Wardani, Rina Umi