From Desire to Decision: How Hedonistic Lifestyle, Brand Trust, Product Quality, and Price Perception Influence iPhone Purchases Among Students

In the rapidly evolving digital era, smartphones have become more than just communication tools—they are status symbols, lifestyle enablers, and technological investments. This study examines how hedonistic lifestyle, brand trust, product quality, and price perception influence students' decisions to purchase iPhones. Using a quantitative approach, data was collected from 100 university students in Jember Regency who own an iPhone. Multiple linear regression analysis was employed to determine the significance of each factor. The findings reveal that all four variables—hedonistic lifestyle, brand trust, product quality, and price perception—positively and significantly impact purchase decisions. Among these, price perception emerges as the most influential factor, indicating that while iPhones are perceived as premium products, students still weigh their financial value before making a purchase. The study highlights that brand trust plays a crucial role in reinforcing students' confidence in Apple products, while product quality remains a key determinant in sustaining consumer loyalty. Additionally, the influence of a hedonistic lifestyle suggests that social trends and personal gratification significantly drive purchasing behavior. These insights provide valuable implications for marketers and businesses in crafting effective strategies to engage young consumers in a competitive market.