Indonesian Journal of Business Analytics (IJBA)
Vol. 3 No. 3 (2023): June 2023

The Influence of Brand Love and Hedonistic Lifestyle on the Purchasing Decision of Iphone Smartphones (A Study on Iphone Users From Generation Z in Surabaya)

Mohammad Farraas Salsabiil (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Nuruni Ika Kusuma W (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
29 Jun 2023

Abstract

This study aims to analyze the effect of brand love and hedonistic lifestyle on iPhone smartphone purchasing decisions in Surabaya. Based on the research results of 119 respondents, love for the brand and a hedonistic lifestyle positively and significantly affect the decision to buy an iPhone smartphone. The push variable of brand love is the most significant factor in influencing consumers' purchasing decisions. At the same time, the indicator of a hedonistic lifestyle is the distribution of buying ideas or consumers' level of knowledge about the latest trends, fashions, and innovations. In this context, brand love and a hedonistic lifestyle are important factors in attracting and influencing consumers' purchasing decisions for iPhone smartphone products. This research aligns with previous research showing a positive and significant effect of brand love and a hedonistic lifestyle on product purchasing decisions.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...