The Influence of Brand Trust, Word of Mouth, and Lifestyle on iPhone Purchasing Decisions among Generation Z

Nabila Sri Maharani (Management Study Program, Faculty of Economics, Business, and Humanities, Trilogi University, Indonesia)
Yocky Pramudya Ananda (Management Study Program, Faculty of Economics, Business, and Humanities, Trilogi University, Indonesia)

Greenation Management and Business Review (GMBR)
Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)

This study analyzes the influence of brand trust, word-of-mouth (WOM) communication, and lifestyle on iPhone purchase decisions among Generation Z. The objective is to determine the extent to which brand trust, word-of-mouth recommendations, and lifestyle factors influence the purchase decisions of Generation Z consumers. This study employs a quantitative method using a survey approach. Data were collected by distributing questionnaires to 150 Generation Z respondents in the Jabodetabek area who had used or purchased an iPhone within the last year. The collected data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that brand trust has a positive effect on purchase decisions, word of mouth communication also demonstrates a positive effect on purchase decisions; and lifestyle factors show a positive influence on purchase decisions.