THE INFLUENCE OF BRAND IMAGE, PRICE, PRODUCT QUALITY, AND PROMOTION ON IPHONE PURCHASE DECISIONS GEN Z IN MADIUN

Yusuf Lana Alfian Syah, Heny Sidanti

Abstract


This research is motivated by the phenomenon of Generation Z's increasing interest in premium smartphone products, particularly iPhones, in the midst of the digital era, despite their relatively high price. This trend reflects a shift in consumer behavior, where aspects such as brand image, price, product quality, and promotion play a crucial role in purchase decision-making. The purpose of this study is to examine and analyze the effect of these four variables on iPhone purchase decisions among Generation Z in Madiun City. The study applies a quantitative approach with a survey method, using questionnaires distributed to 384 respondents who are iPhone users or owners. The data were analyzed using multiple linear regression with the SPSS 25 application to test both simultaneous and partial effects of the independent variables. The results indicate that, simultaneously, brand image, price, product quality, and promotion significantly influence purchase decisions. Partially, brand image, product quality, and promotion have a positive and significant impact, while price shows no significant effect. These findings support marketing theories emphasizing the importance of brand image and perceived quality in premium product purchasing decisions. The study concludes that companies should strengthen brand positioning, maintain product quality, and implement creative promotional strategies to secure Generation Z’s loyalty, while future research may incorporate lifestyle, social influence, and user experience.

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