The Effect of Brand Image and Product Quality on iPad Purchasing Decisions for Generation Z in Indonesia
Keywords:
Brand Image, Product Quality, Purchase Decision
Abstract
This research aims to analyze the influence of brand image (X1) and product quality (X2) variables on iPad purchasing decisions for gen Z in Indonesia. Employing a quantitative methodology via a survey instrument. The data collection methodology uses a survey of purposive sampling methods and nonprobability techniques, using the coachran formula with the results of 384.5 then rounded up to 385 respondents and the data obtained will then be quantified using a Likert scale. Respondents research are iPad users in gen Z in Indonesia. The results show of this study indicate that the brand image and product quality have a significant positive effect on purchasing decisions by 18.4%, and the remaining 81.6% is influenced by other variables.
References
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Diandini, D., & Wiyadi. (2024). The effect of brand image, product quality, price, and hedonism lifestyle on purchasing decisions. Journal of Islamic Economics & Business Studies, 5(5), 4014-4030
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Hasmawati, N., Nujum, S., & Hasan, S. (2024). The Effect of Brand Image, Product Quality, Product Price and Iphone Promotion on Purchasing Decisions for the People of Makassar City. Journal of Social Science Research, 4(1), 5355-5371.Kotler, Phillip and Kevin Lane Keller. (2016). Marketing Management 12th edition Volume 1 & 2.Jakarta: PT Index.
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Krismajayanti, N. P. A., & Darma, G. S. (2021). Exploration of Millennial Loyalty to the Apple Brand. Prestige or Needs? Journal of Performance Management and Business, 18(3), 32-44. https://doi.org/10.29313/performa.v18i3.8051
Lo, V., & Iswati, I. (2023). The Effect of Word Of Mouth, Product Knowledge and Brand Image on Purchase Intention for Ipad in Surabaya City. Professional: Journal of Communication and Public Administration, 10(2), 713 -. https://doi.org/10.37676/professional.v10i2.4671
Muhram, M. M., & Hubbansyah, A. K. (2024). The Role of Brand Reputation in Influencing Purchasing Decisions on Apple Smartphone Products. Gudang Journal of Multidisciplinary Sciences, 2(7),
Prabowo, I. J. K. G., & Nurhadi. (2019). Effect Of Brand Image, Product Quality, Price Perception And Word Of Mouth Of Interest Buy (Studies In Students Of Faculty Of Economics UNY Iphone Users) Effect Of Brand image Product Quality, Price Perception And Woed Of Mouth Of Interest Buy (Studies in. Indonesian Journal of Business Management, 5 (3), 246-256
Setiyaningrum, Udaya, A. Jusuf, and Efendi. (2015). Principles of Marketing. Yogyakarta: Andi Publisher.
Setiadi, J. (2016). Consumer Behavior (revised edition). Jakarta: Kencana Perdana
Sigar, E. T., Massie, J. D. D., & Pandowo, M. H. C. (2021). The Influence of Consumer Behavior and Digital Marketing on Purchase Decision at Grabfood in Manado. EMBA Journal, 9(4), 53-64.
Sriayudha, Y. (2019). The influence of Experiential Marleting on Consumer Satisfaction of Samsung Galaxy Tab Users. Journal of Management Dynamics, 7 (1), 14-26. https://doi.org/10.22437/jdm.v1i4.1804
Sugiyono, "Quantitative, Qualitative, and R&D Research Methods," Alfabeta, Bandung, 2023.
Aulia, S. R., & Wati, K. (2022). The effect of product quality, lifestyle, and brand image on iphone purchasing decisions in Surabaya city. PERFORMA: Journal of Business Management and Start-Up, 7(2), 84-96.
Diandini, D., & Wiyadi. (2024). The effect of brand image, product quality, price, and hedonism lifestyle on purchasing decisions. Journal of Islamic Economics & Business Studies, 5(5), 4014-4030
Fasya, T. S., Ariyanti, M., & Murti, Y. R. (2024). The effect of price, product quality, and brand image on iPhone purchasing decisions: Case studies of iPhone users in big cities. Al-kharaj: Journal of Islamic Economics, Finance, & Business, 6(8), 5895-5912.
Firmansyah, A. (2019). Product and brand marketing (planning & strategy). Pasuruan: Qiara Media Publisher.
GoodStats.id. (2024). Most Gen Zs spend more than 1 hour on TikTok. https://data.goodstats.id/statistic/sekali-akses-tiktok-mayoritas-gen-z-habiskan-lebih-dari-1-jam-ka1eC
Hasmawati, N., Nujum, S., & Hasan, S. (2024). The Effect of Brand Image, Product Quality, Product Price and Iphone Promotion on Purchasing Decisions for the People of Makassar City. Journal of Social Science Research, 4(1), 5355-5371.Kotler, Phillip and Kevin Lane Keller. (2016). Marketing Management 12th edition Volume 1 & 2.Jakarta: PT Index.
Hootsuite, & We Are Social. (2021). Indonesian Digital Report 2021. StudyLib. https://studylib.net/doc/25698253/hootsuite-we-are-social-Indonesian-digital-report-2021-co
Krismajayanti, N. P. A., & Darma, G. S. (2021). Exploration of Millennial Loyalty to the Apple Brand. Prestige or Needs? Journal of Performance Management and Business, 18(3), 32-44. https://doi.org/10.29313/performa.v18i3.8051
Lo, V., & Iswati, I. (2023). The Effect of Word Of Mouth, Product Knowledge and Brand Image on Purchase Intention for Ipad in Surabaya City. Professional: Journal of Communication and Public Administration, 10(2), 713 -. https://doi.org/10.37676/professional.v10i2.4671
Muhram, M. M., & Hubbansyah, A. K. (2024). The Role of Brand Reputation in Influencing Purchasing Decisions on Apple Smartphone Products. Gudang Journal of Multidisciplinary Sciences, 2(7),
Prabowo, I. J. K. G., & Nurhadi. (2019). Effect Of Brand Image, Product Quality, Price Perception And Word Of Mouth Of Interest Buy (Studies In Students Of Faculty Of Economics UNY Iphone Users) Effect Of Brand image Product Quality, Price Perception And Woed Of Mouth Of Interest Buy (Studies in. Indonesian Journal of Business Management, 5 (3), 246-256
Setiyaningrum, Udaya, A. Jusuf, and Efendi. (2015). Principles of Marketing. Yogyakarta: Andi Publisher.
Setiadi, J. (2016). Consumer Behavior (revised edition). Jakarta: Kencana Perdana
Sigar, E. T., Massie, J. D. D., & Pandowo, M. H. C. (2021). The Influence of Consumer Behavior and Digital Marketing on Purchase Decision at Grabfood in Manado. EMBA Journal, 9(4), 53-64.
Sriayudha, Y. (2019). The influence of Experiential Marleting on Consumer Satisfaction of Samsung Galaxy Tab Users. Journal of Management Dynamics, 7 (1), 14-26. https://doi.org/10.22437/jdm.v1i4.1804
Sugiyono, "Quantitative, Qualitative, and R&D Research Methods," Alfabeta, Bandung, 2023.
Published
2025-05-26
How to Cite
Meirisya Hanifatul Jannah, Maulana Agung P, & Fenny Saptiani. (2025). The Effect of Brand Image and Product Quality on iPad Purchasing Decisions for Generation Z in Indonesia. International Journal of Economics, Business and Innovation Research, 4(03), 1042-1057. https://doi.org/10.63922/ijebir.v4i03.1853
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