<![CDATA[The rapid development of communication technology has led to changes in individual consumption patterns in the modern era. Smartphone purchasing decisions are no longer solely driven by functional needs but are also influenced by the desire for quality, prestige, and adaptability to a modern lifestyle. The purpose of this study was to determine the partial and simultaneous influence of social status, number of features, and lifestyle on iPhone purchasing decisions among Generation Z in Jambi City. The research method used was quantitative, with SEM analysis as the data analysis technique, assisted by SmartPLS. The population in this study was 149,743 respondents. The sample size was determined using the Slovin formula. Therefore, the sample size was 398 respondents, and this study was conducted among Generation Z in Jambi City. The results of the F-test indicate that the purchasing decision variable can be influenced simultaneously by social status (X1), number of features (X2), and lifestyle (X3). Partially, social status did not significantly influence iPhone purchasing decisions. The number of features significantly influenced iPhone purchasing decisions. Lifestyle significantly influenced iPhone purchasing decisions.]]>
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