The Influence of Brand Trust, Word of Mouth, and Lifestyle on iPhone Purchasing Decisions among Generation Z
DOI:
https://doi.org/10.38035/gmbr.v2i2.780Keywords:
Brand Trust, Word of Mouth, Lifestyle, Purchase Decision, Generation ZAbstract
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.
References
Arjun Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Atmaja, N. P. C. Darmadewi, & Menuh, N. N. (2019). Peran mediasi brand trust pada pengaruh brand image terhadap keputusan pembelian secara online. Prosiding Seminar Nasional Hasil Penelitian.
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133–139.
Berger, J., & Packard, G. (2021). How concrete language shapes customer satisfaction. Journal of Consumer Research, 47(5), 787–806.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61, 35–51.
Eastman, J. K., et al. (2023). Generational differences in consumer behavior: A meta-analysis of lifestyle and purchasing decisions. Journal of Consumer Behaviour, 22(1), 45–58.
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Handayani, R., & Susanto, P. (2021). Brand trust dan dampaknya terhadap loyalitas konsumen teknologi. Jurnal Ekonomi dan Bisnis, 22(1), 78–92.
International Data Corporation (IDC). (2025). Worldwide smartphone market grew 0.4% in Q1 2025, amid on-going US-China trade tension, according to IDC.
Kim, M. J., et al. (2023). Brand trust and word-of-mouth in the smartphone market: Evidence from Generation Z. Journal of Product & Brand Management, 32(4), 567–580.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (18th ed.). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kumar, A., et al. (2021). The role of brand trust in online purchasing during COVID-19: A study of Generation Z. Journal of Business Research, 132, 115–125.
Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341–370.
Permana, A. W. (2018). Lifestyle dan pengaruhnya terhadap keputusan pembelian produk teknologi. Jurnal Manajemen Inovasi, 16(4), 301–315.
Prasetyo, A., & Wahyuati, A. (2016). Pengaruh strategi promosi dan word of mouth terhadap keputusan pembelian pada Kopiganes. Jurnal Ilmu dan Riset Manajemen, 5(1).
Priporas, C. V., et al. (2021). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 114, 106553.
Sernovitz, A. (2012). Word of Mouth Marketing: How Smart Companies Get People Talking (3rd ed.). Greenleaf Book Group Press.
Setiadi, N. J. (2014). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. Kencana Prenadamedia Group.
Tanjung, I. (2021). Analysis of the effect of marketing mix 7P on purchase decisions at sentra snack stores. International Journal of Review Management Business and Entrepreneurship, 1(2), 125–133.
Walker, H. (2001). The measurement of word of mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research.
Wang, Y., et al. (2022). The impact of social media influencers on word-of-mouth and purchase intention. International Journal of Information Management, 62, 102440.
Wiridjati, W., & Roesman, R. R. (2018). Fenomena penggunaan media sosial dan pengaruh teman sebaya pada generasi milenial terhadap keputusan pembelian. Jurnal Manajemen dan Pemasaran Jasa, 11(2), 275–290.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nabila Sri Maharani, Yocky Pramudya Ananda
This work is licensed under a Creative Commons Attribution 4.0 International License.
