<![CDATA[The rapid growth of smartphone usage in Indonesia has made mobile devices an essential part of daily life, particularly among Generation Z, who are highly responsive to digital trends, brand image, and product aesthetics. This study aims to analyze the influence of brand image and product design on iPhone purchase decisions among Gen Z in Bandar Lampung. This research uses a quantitative approach with explanatory methods, involving 150 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with SPSS. The results show that both brand image and product design have a positive and significant effect on purchase decisions, both partially and simultaneously. Brand image is found to have a more dominant influence compared to product design. The coefficient of determination indicates that the model explains 53% of the variation in purchase decisions, while the remaining 47% is influenced by other factors outside the model. These findings imply that strengthening brand image and continuously innovating product design are essential strategies for companies to enhance consumer purchase decisions, especially in the Gen Z market segment.]]>
Copyrights © 2026
