Influence Price, Trend And Viral Marketing In Social Media On Generation Z's Purchase Decisions On Products Iphone (Studies Case In the Medan Petisah Community)

Abstract

The development of lifestyle patterns, particularly among Generation Z, shows significant dynamics where prestige and social identity have become important elements in daily life. Technology products, such as flagship smartphones including the iPhone, are often perceived as symbols of social status, modernity, and exclusivity. However, along with the emergence of more rational and critical thinking, Generation Z's interest in iPhones tends to decline. This is due to more careful consideration regarding the balance between price and the benefits received. In addition, high product prices, rapid changes in technology trends, and the influence of viral marketing on social media, which often highlight product weaknesses, also affect the purchasing decision-making process. This research was conducted among Generation Z in Medan Petisah District, Medan City, over a period of three months, from December 2025 to February 2026. The method used was a quantitative approach with an explanatory associative research type aimed at analyzing the relationship between independent and dependent variables. The population in this study consisted of Generation Z in Medan Petisah, whose exact number is unknown; Therefore, the sample was determined using the Lemeshow formula, resulting in 96 respondents. The sampling technique used was accidental sampling. The results of the study indicate that the price variable has a negative effect on the purchase decision of iPhones among Generation Z, while trend and viral marketing variables have a positive effect. Simultaneously, all three variables are proven to influence purchase decisions. These findings are expected to contribute US a reference for future research, serve as strategic considerations for companies in formulating marketing policies, and provide relevant learning resources for academics, especially students.