The Influence of Brand Trust, Word of Mouth, and Lifestyle on iPhone Purchasing Decisions among Generation Z

This study analyzes the influence of brand trust, word-of-mouth (WOM) communication, and lifestyle on iPhone purchase decisions among Generation Z. The objective is to determine the extent to which brand trust, word-of-mouth recommendations, and lifestyle factors influence the purchase decisions of Generation Z consumers. This study employs a quantitative method using a survey approach. Data were collected by distributing questionnaires to 150 Generation Z respondents in the Jabodetabek area who had used or purchased an iPhone within the last year. The collected data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that brand trust has a positive effect on purchase decisions, word of mouth communication also demonstrates a positive effect on purchase decisions; and lifestyle factors show a positive influence on purchase decisions.