The Influence of Brand Image, Lifestyle, Electronic Word of Mouth (eWOM), and Customer Value on iPhone Smartphone Purchase Decisions

Abstract

This study aims to analyze the influence of Brand Image, Lifestyle, Electronic Word of Mouth (eWOM), and Customer Value on the Purchase Decision of iPhone smartphones among undergraduate students of the Management Study Program, Faculty of Economics and Business, Universitas Muhammad Husni Thamrin. This study employed a quantitative approach using a saturated sampling (census) technique on 90 iPhone-using students as respondents; data were collected through a Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that, partially, Brand Image (path coefficient 0.241; p=0.017), eWOM (0.314; p=0.027), and Customer Value (0.249; p=0.022) have a positive and significant effect on Purchase Decision, while Lifestyle has no significant effect (0.161; p=0.066). Simultaneously, the four variables have a significant effect with an R Square value of 0.781, indicating that 78.1% of the variation in Purchase Decision can be explained by this research model. These results are expected to serve as a consideration for Apple and marketers in formulating more effective iPhone marketing strategies, particularly for the student consumer segment.