<![CDATA[Purpose – This study aims to analyze the influence of brand prestige, brand awareness, and brand preference on consumers’ purchase intention toward iPhone smartphones in Malang City. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through questionnaires from 170 respondents in Malang City selected using a purposive sampling technique. The data were analyzed using multiple regression analysis to examine the causal relationships between brand prestige, brand awareness, brand preference, and purchase intention. Findings – The results indicate that brand prestige and brand awareness do not have a significant effect on consumers’ purchase intention toward iPhone smartphones. In contrast, brand preference has a positive and significant effect on purchase intention, suggesting that consumers’ preference for the brand is the primary determinant of their intention to purchase premium smartphones. Originality/Value – This study contributes to the branding and consumer behavior literature by examining the relative effects of brand prestige, brand awareness, and brand preference on purchase intention in the premium smartphone market. Unlike prior studies that generally report positive effects of brand prestige and brand awareness, this study demonstrates that brand preference is the dominant predictor of purchase intention in the context of iPhone consumers in Malang City. The findings provide practical insights for marketers and authorized resellers to strengthen consumer preference through ecosystem integration, data security, and continuous innovation.]]>
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