Rivaldi, Mukhamad Hafiz (2026) Pengaruh Brand Image, Lifestyle, Dan Persepsi Harga Terhadap Keputusan Pembelian Smartphone Iphone pada Generasi Z di Kabupaten Lamongan. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was motivated by the rapid advancement of smartphone technology and the increasing use of smartphones among Generation Z, which has led consumers to be more selective in making purchasing decisions. The iPhone, as one of the premium smartphones, faces increasingly fierce competition amid a multitude of brand options and changes in consumer lifestyles. Under these conditions, brand image, lifestyle, and price perception are factors believed to influence consumer purchasing decisions. This study employs a quantitative approach with a sample of 108 respondents selected using purposive sampling specifically, Generation Z individuals residing in Lamongan Regency who have used or are currently using an iPhone. Data collection was conducted through the distribution of a questionnaire using a Likert scale. Data analysis was performed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The results of the study indicate that brand image and lifestyle have a positive and significant influence on the decision to purchase an iPhone among Generation Z in Lamongan Regency. Meanwhile, price perception also has a positive influence on the purchase decision. These findings suggest that the better the brand image, the more the consumer’s lifestyle aligns with the product’s characteristics, and the more positive the consumer’s perception of the price, the more likely they are to purchase an iPhone.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Mukhamad Hafiz Rivaldi | ||||||||
| Date Deposited: | 06 Oct 2026 07:42 | ||||||||
| Last Modified: | 06 Oct 2026 07:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/60460 |
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