The Influence of Luxury Brand Image, Perceived Price, and Perceived Product Quality on Purchase Intention (Study on iPhone Brand) Nikolaus Kevin Kristovano Aryawijaya, Annie Susanto
International Class of Management and Accounting Program, Faculty of Economics and Business, Universitas Kristen Satya Wacana - Salatiga
Abstract
iPhone is well-known as a high-end and high-price product, which leads to having a much higher price compared to the other brands of smartphones. iPhone^s worldwide sales have been in first or second place for more than 4 years, from January 2018 to June 2022. However, iPhone has been on rank 5 in the top-five list of best-selling smartphones in Indonesia. On one side, there has been some common perception among Indonesian youngsters that iPhone is a cool & exclusive luxurious brand having good performance and durability. On the other side, there is the fact that the iPhone price is also very high. This study examined the partial influence of luxury brand image, perceived price, and perceived product quality on purchase intention among young generations in Indonesia. Primary data was gathered using Google form online survey. Generation Y and Z were the population and the samples were chosen using the non-probability sampling technique. The respondents consisted of 103 young people from several different areas in Indonesia, who were non-users of iPhones. The responses were then analyzed using Statistical Package for Social Sciences (SPSS). The results showed that only perceived price has a significant influence on purchase intention, while both luxury brand image and perceived quality do not have a significant influence on purchase intention.
