Decoding iPhone Purchases: The Role of Brand Traits and Lifestyle in Shaping Consumer Attitudes and Intentions
Ahyar Muhammad Diah1, Amiril Azizah2*, Diah Ameliah Khaerunnisa3, Christie Stephanie Piar4, Della Olivia Caterina Kalangit5,

Polytechnic State of Samarinda

Abstract

This study aims to examine and validate how Brand Personality, Brand Prestige, Brand Credibility, Brand Authenticity, and Lifestyle affect Purchase Decisions among iPhone users in Indonesia, mediated by Attitude and Intention. The research involved surveying 216 iPhone users in Indonesia. Responses were analyzed using Structural Equation Modelling (SEM) with AMOS version 23 software. The study included validity and reliability tests, as well as tests for linearity, normality, and multicollinearity. Estimation and structural model fit tests were also conducted. The findings show that Brand Personality positively affects Attitude and Intention- Brand Prestige and Brand Credibility positively affect Attitude- Brand Authenticity and Lifestyle do not positively affect Attitude- Brand Prestige, Brand Credibility, and Lifestyle do not positively affect Intention- Brand Authenticity positively affects Intention- Attitude positively affects Intention and Purchase Decision- and Intention positively affects Purchase Decision.

Keywords: Brand Personality, Brand Prestige, Brand Credibility, Brand Authenticity, Lifestyle, Attitude, Intention, Purchase Decision, iPhone

Topic: Natural resources management