International Journal of Business, Law, and Education
Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education

The Role of Trust as a Mediator in Enhancing Purchase Decisions for iPhone

Prastowo, Sugeng Lubar (Unknown)
Sobirov, Bobur (Unknown)
Alunis, Kalyca Shafhah Suci (Unknown)
Az-Zahra, Aulia Miftah (Unknown)
Syahira, Aurisa (Unknown)

Article Info

Publish Date
09 Dec 2024

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.

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Journal Info
International Journal of Business, Law, and Education
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Abbrev

journal

Publisher

IJBLE Scientific Publications Community Inc

Subject

Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

Description

International Journal of Business, Law, and Education disseminates knowledge about Business, Law, and Education that useful to academics, educators, scholars, managers, practitioners, policy makers, consumers, and other stakeholders all around the ...