The Influence of Brand Image, Lifestyle, and Price Perception on Generation Z’s Decision to Purchase an iPhone in Lamongan Regency

Abstract

This study aims to analyze the influence of brand image, lifestyle, and price perception on Generation Z’s decision to purchase an iPhone in Lamongan Regency. The study employed a quantitative approach using purposive sampling of 108 Generation Z respondents who had previously purchased and used an iPhone. Data were collected via an online questionnaire using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that brand image, lifestyle, and price perception have a positive and significant influence on the decision to purchase an iPhone. These findings indicate that Generation Z’s decision to purchase an iPhone is influenced by a strong brand image, the product’s alignment with consumers’ lifestyles, and a positive perception of the price’s alignment with the quality and benefits received. This study is expected to contribute to the development of consumer behavior science and provide insights for Apple and other smartphone businesses in formulating more effective marketing strategies.