Analysis of the Interaction Between Brand Attachment and Hedonic Value on iPhone Purchasing Decisions among College Students

Abstract

Consumer behavior is one of the important factors that producers need to consider in determining marketing strategies. This research aims to analyze the factors that influence the decision to purchase iPhone brand smartphones among students. This research uses quantitative methods with a survey approach. The research sample consisted of 43 respondents selected by purposive sampling. Research data was collected using a questionnaire and analyzed using descriptive statistical analysis and hypothesis testing. The research results show that the factors that most influence the decision to purchase iPhone brand smartphones among students are cognitive factors, namely price perception and quality perception. Other factors that also influence are social factors, personal factors, emotional factors and behavioral factors. Based on the results of this research, iPhone manufacturers can carry out various strategies to increase sales and market share, including: Keeping iPhone prices competitive, Improving the quality of iPhone products, Educating consumers about the advantages of the iPhone, Carrying out further research to find out other factors. that can influence purchasing decisions