<![CDATA[This phenomenon employs Stimulus-Response (S-R) theory, which provides a comprehensive framework for understanding the factors driving Generation Z's iPhone purchasing decisions. The population of this study comprises all individuals belonging to Generation Z, defined as those born between 1997 and 2012, who have previously purchased an iPhone. Sampling was conducted using a purposive sampling technique, with a total of 140 respondents. The analytical method employed is Partial Least Square – Structural Equation Modeling (PLS-SEM). The results indicate that FOMO has a positive and significant effect on iPhone purchase decisions among Generation Z, suggesting that the higher the level of FOMO experienced, the greater the individual's tendency to make a purchase. Furthermore, hedonic lifestyle is also proven to have a positive and significant effect on purchase decisions, implying that consumption orientations rooted in pleasure-seeking and prestige further drive preference toward iPhone products. These findings offer important implications for marketers in designing strategies that are responsive to the psychological and social motivations of Generation Z.]]>
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