Muhammad Rizky Awwalul Ramadhan, Siti Aminah, Nanik Hariyana

The Influence Of Brand Image, Product Quality And Lifestyle On The Decision To Purchase An Iphone Smartphone In Surabaya

Introduction

The influence of brand image, product quality and lifestyle on the decision to purchase an iphone smartphone in surabaya. Explore how brand image, product quality, and lifestyle impact iPhone purchase decisions among UPN Veteran East Java students in Surabaya. A quantitative analysis.

Abstract

The increasingly rapid development of technology has made people's daily activities easier, so that dependence on technology, especially smartphones, is increasing. The purpose of this study is to examine how factors like lifestyle, product quality, and brand perception affect people's decisions to buy iPhones. Participants were iPhone-using students from UPN Veteran East Java. A quantitative approach is used in this research, with a sample size of 120 respondents determined using the Likert formula. The purposive sampling method was used to conduct the sampling technique. The Partial Least Squares (PLS) program was used to analyze the data. According to the findings, consumers' choices to buy iPhones are positively and significantly impacted by factors like brand image, product quality, and lifestyle.

Review

This study, titled "The Influence Of Brand Image, Product Quality And Lifestyle On The Decision To Purchase An Iphone Smartphone In Surabaya," tackles a highly pertinent area within consumer behavior, especially given the rapid technological advancements and increasing smartphone penetration. The research clearly articulates its objective: to investigate the roles of brand image, product quality, and lifestyle in shaping iPhone purchase decisions among a specific demographic of students at UPN Veteran East Java in Surabaya. This focused approach on a particular brand within a defined market offers a valuable snapshot of consumer motivations in a competitive technological landscape. Methodologically, the study employs a quantitative approach, which is appropriate for examining the relationships between the specified variables. A sample size of 120 respondents, determined using the Likert formula, is utilized, and the data is analyzed via the Partial Least Squares (PLS) program—a robust method for analyzing complex models with latent variables. While the purposive sampling method effectively targets current iPhone users, the limited demographic to university students and the specific sampling choice might restrict the generalizability of the findings to a broader consumer base. Further detail in the full paper regarding the specific criteria for purposive sampling would be beneficial to assess potential selection bias. The findings indicate a positive and significant impact of brand image, product quality, and lifestyle on consumers' decisions to purchase iPhones. This outcome aligns with established theories in consumer behavior and provides actionable insights for marketers and brand strategists, particularly those targeting technologically savvy youth in emerging markets. Academically, the study contributes to the understanding of brand-specific consumer choices. For future research, it would be valuable to explore the relative strength of each factor, investigate potential mediating or moderating effects between them, and consider a more diverse sample to enhance the external validity and applicability of these findings across different consumer segments.

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