The Influence of Lifestyle and Brand Image on iPhone Purchasing Decisions: An Empirical Study of Generation Z in Cibubur
DOI:
https://doi.org/10.55606/ijemr.v5i2.743Keywords:
Brand Image, Consumer Behavior, Generation Z, IPhone, LifestyleAbstract
This study investigates the influence of lifestyle and brand image on purchasing decisions of iPhone products among Generation Z consumers in Cibubur, Indonesia. The rapid growth of the smartphone market has intensified brand competition, making consumer decisions increasingly shaped not only by functional considerations but also by psychographic and perceptual factors. However, empirical evidence focusing on digital-native consumers in specific local contexts remains limited. Therefore, this research aims to analyze both the partial and simultaneous effects of lifestyle and brand image on purchasing decisions. A quantitative approach with a causal research design was employed using a survey method. Data were collected from 100 Generation Z iPhone users through structured questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that lifestyle has a positive and significant effect on purchasing decisions, suggesting that iPhone usage is closely related to entertainment needs and lifestyle expression. Brand image also shows a positive and significant effect and demonstrates a stronger influence compared to lifestyle, reflecting the importance of brand reputation, symbolic value, and perceived quality in high-involvement technology products. Furthermore, lifestyle and brand image simultaneously explain 59.2% of the variance in purchasing decisions. These findings confirm that purchasing behavior among Generation Z is shaped by the interaction between personal lifestyle characteristics and positive brand perceptions. This study contributes to consumer behavior literature in the digital generation context and provides managerial implications for developing lifestyle-oriented and brand-based marketing strategies in the smartphone industry.
References
Aditya, & Krisna. (2021). Riset populer pemasaran (Jilid 1). CV. Budi Pustaka.
Arafah, F. (2024). Pengaruh pengalaman pengguna, citra merek, dan kepercayaan terhadap keputusan pembelian di Tokopedia oleh mahasiswa FEB Universitas Malikussaleh. Universitas Malikussaleh.
Cahyono, S. D. (2024). Pengaruh citra merek dan gaya hidup terhadap keputusan pembelian iPhone (Studi pada konsumen iPhone di Kota Malang). Universitas Muhammadiyah.
Cendana, S. (2017). Pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian smartphone Samsung. Jurnal Ilmu dan Riset Manajemen, 6(4).
Firmansyah, A. M., & Mahardika, B. W. (2018). Pengantar manajemen. CV Budi Utama.
Gazali, M., Utomo, S., & Maryono, M. (2022). Pengaruh gaya hidup, harga, dan kualitas produk terhadap keputusan pembelian peralatan outdoor merek Eiger di Kota Banjarmasin (Studi pada mahasiswa pencinta alam di Kota Banjarmasin). Smart Business Journal, 1(1), 9. https://doi.org/10.20527/sbj.v1i1.12785
Ghozali, I. (2021). Aplikasi analisis multivariat dengan program IBM SPSS 26 edisi 10. Badan Penerbit Universitas Diponegoro.
Gunarsih, C. M., Kalangi, J. A., & Tamengkel, L. F. (2021). Pengaruh harga terhadap keputusan pembelian konsumen di toko Pelita Jaya Buyungon Amurang. Productivity, 69–72.
Haque, M. G. (2020). Pengaruh kualitas produk dan harga terhadap keputusan pembelian pada PT. Berlian Multitama di Jakarta. Jurnal Ekonomi Manajemen dan Bisnis, 21(1). https://doi.org/10.29103/e-mabis.v21i1.476
Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Unitomo Press.
Istikharotullaila, N. N. (2020). Pengaruh gaya hidup, promosi, dan orientasi belanja terhadap perilaku konsumtif melalui media Instagram. UIN Syarif Hidayatullah.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.
Lutfianto, D., & Dkk. (2017). Pengaruh kualitas pelayanan dan gaya hidup terhadap keputusan pembelian Cafe Jalan Korea. Jurnal Ilmu & Riset Manajemen, 6(2).
Mauludin, M. S. (2022). Analisis perilaku konsumen dalam transaksi di e-commerce. Proceedings of Islamic Economics, Business, and Philanthropy, 108–123.
Mumtaz, N., & Purwanto, E. (2025). Pengaruh citra merek dan pengalaman pelanggan terhadap keputusan pembelian ulang generasi Z di Kabupaten Sumenep. Journal MISSY (Management and Business Strategy), 384–394.
Nurfitria, A. (2020). Pengaruh literasi ekonomi dan gaya hidup terhadap perilaku pembelian konsumtif untuk produk fashion pada mahasiswa jurusan IPS UIN Syarif Hidayatullah Jakarta. UIN Syarif Hidayatullah.
Nurhalim, A. D. (2020). Pengaruh brand image Gojek terhadap loyalitas konsumen (Studi kasus efek Covid-19 konsumen Karawaci Tegal Baru Tangerang). Jurnal Bina Manajemen, 9(1). https://doi.org/10.52859/jbm.v9i1.112
Nurrohman, F. (2018). Pengaruh electronic word of mouth, harga, dan kualitas produk terhadap keputusan pembelian (Studi kasus pada smartphone merek Blackberry di Yogyakarta). Universitas Negeri Yogyakarta.
Rumengan, G. (2022). Pengaruh persepsi harga, promosi, dan kualitas produk terhadap keputusan pembelian smartphone OPPO di Manado. Jurnal EMBA, 10(2), 40–50. https://doi.org/10.35794/emba.v10i2.39386
Safitri, A. N., & Basiya, R. (2022). Pengaruh brand image, lifestyle, dan promosi media sosial terhadap keputusan pembelian di toko 3Second. Journal of Management, 316–331.
Santoso, M. H., & Anggraini, F. D. (2023). Pengaruh brand awareness dan brand image terhadap keputusan pembelian masker Mouson pada mahasiswa Fakultas Ekonomi Universitas Islam Lamongan di masa pandemi Covid-19. Journal of Student Research (JSR), 1(1), 414–422. https://doi.org/10.55606/jsr.v1i1.1073
Sari, W. E., & Suci, N. M. (2022). Pengaruh gaya hidup dan kelompok referensi terhadap keputusan pembelian produk fashion melalui e-commerce Shopee. Jurnal Manajemen Perhotelan dan Pariwisata, 5(2), 129–134. https://doi.org/10.23887/jmpp.v5i2.37170
Sastraviana, B. D., Nurhaeda, & Ilham, B. U. (2024). Pengaruh gaya hidup dan citra merek terhadap keputusan pembelian pada Shihlin Taiwan Street Snacks Trans Studio Mall Makassar. Malomo: Jurnal Manajemen dan Akuntansi, 16–28.
Sugiyono. (2022). Metode penelitian kuantitatif. Alfabeta.
Suhardi, M. (2023). Buku ajar dasar metodologi penelitian. Penerbit P4I.
Supriyadi, F. Y. (2016). Pengaruh kualitas produk dan brand image terhadap keputusan pembelian. Jurnal Bisnis dan Manajemen, 4(1). https://doi.org/10.26905/jbm.v4i1.1714
Tijow, V. D., Tampi, J. R., & Walangitan, O. (2022). Pengaruh brand image terhadap keputusan pembeli pada Alfamidi R.E Martadinata Branch Manado. Productivity, 542–546.
Yudha, I. M. R. P. A., & Yulianthini, N. N. (2022). Pengaruh lifestyle dan kualitas produk terhadap keputusan pembelian iPhone di Kota Singaraja. Bisma: Jurnal Manajemen, 8(2), 109–124.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
