THE INFLUENCE OF PRODUCT QUALITY, PRICE, LIFESTYLE AND E-WOM ON THE PURCHASE DECISION SMARTPHONE MEREK OF APPLE SMARTPHONE GENERATION Z CITY OF MADIUN

Shintia Galuh Kurniasari, Rizal Ula Ananta Fauzi

Abstract


Abstract
This study aims to determine the influence of product quality, price, lifestyle, and electronic word of mouth (E-WOM) on the purchase decision smartphone merek of Apple brand smartphones in Generation Z in the city of Madiun. The background of this study is based on the increasing use of smartphones, especially the Apple brand which is classified as a premium product but remains the top choice among the younger generation. This study uses a quantitative approach to the survey method through the distribution of questionnaires to 384 respondents who are part of Generation Z in the city of Madiun. The data analysis technique used is SPSS version 25. The results showed that the four independent variables, namely product quality, price, lifestyle, and E-WOM, have a positive and significant effect on purchasing decisions. Among the four variables, lifestyle is the most dominant factor influencing purchasing decisions. This finding is expected to be a reference for business actors in designing a more effective marketing strategy in targeting the younger generation segment.
Keyword: Product Quality, Price, Lifestyle, Electronic Word of Mouth (E-WOM), Purchase Decisions, Generation Z, iPhone


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