Factors Influencing iPhone Purchase Intention among University Students: Evidence from STIA Lancang Kuning Dumai
DOI:
https://doi.org/10.54065/ijed.6.2.2026.769Keywords:
Apple Iphone, Brand Image, Lifestyle, Purchase Intention, Price, Product QualityAbstract
This study aims to analyze the perceptions of students at STIA Lancang Kuning Dumai regarding price, product quality, brand image, and lifestyle factors in relation to their purchase intention toward Apple iPhones. The study is grounded in theories of price, product quality, brand image, lifestyle, and consumer purchase intention. A quantitative descriptive approach was employed in this research. Primary data were collected through a questionnaire using a five-point Likert scale administered to 30 students of STIA Lancang Kuning Dumai selected as the research sample. The variables examined included price, product quality, brand image, lifestyle, and purchase intention. Data were analyzed descriptively by calculating the frequency and percentage of respondents’ answers for each variable. The results indicate that product quality received the highest level of agreement at 62.50%, followed by price at 60.83%, purchase intention at 54.17%, brand image at 45.83%, and lifestyle at 35.83%. These findings suggest that students place greater emphasis on product quality and functional benefits than on lifestyle factors when forming their intention to purchase an Apple iPhone. The study concludes that product quality and price are the factors receiving the most positive perceptions from respondents. Therefore, companies should maintain product quality and ensure that pricing reflects the value perceived by consumers. The findings contribute to a better understanding of student consumer behavior toward premium smartphones and may serve as a reference for value-oriented marketing strategies.
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