Beyond Brand Prestige: Is Product Quality the Key to Generation Z's Evaluation of Premium Technology Brands? Evidence from Apple Consumers in Indonesia

Purpose of the study: The growing popularity of premium technology products has increased interest in understanding the factors that shape Generation Z consumers’ purchase decisions. In particular, brand-related perceptions and product evaluations may influence how young consumers assess and choose products in competitive markets. This study examines the relationships of brand prestige, product quality, and brand image with purchase decisions regarding Apple products among Generation Z consumers in Indonesia. Materials for Analysis: A quantitative, cross-sectional survey design was employed. Data were collected through an online questionnaire distributed using purposive sampling. The study analyzed 484 valid responses from Indonesian Generation Z consumers aged 14–29 who had previous or current experience using Apple products. Of the 635 responses received, 151 were excluded from the analysis. The questionnaire measured brand prestige, product quality, brand image, and purchase decision using five-point Likert scales. Internal consistency was assessed using Cronbach’s alpha, while multiple linear regression was conducted using SPSS to examine the relationships between the independent variables and purchase decision. Results: All four constructs demonstrated acceptable internal consistency, with Cronbach’s alpha values ranging from 0.859 to 0.928. The regression model was statistically significant (F(3,480) = 220.647, p