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Perceived product quality brand image and lifestyle congruity in decision commitment among Generation Z iPhone owners in Kisaran

Author

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  • Cici Ayu Aprida

    (Department of Management, Faculty of Economics, Universitas Asahan)

  • Tengku Syarifah

    (Department of Management, Faculty of Economics, Universitas Asahan)

Abstract

This study examines associations of perceived product quality, brand image and lifestyle congruity with retrospective purchase-decision commitment among 96 Generation Z iPhone owners in Kisaran, Indonesia. Respondents completed sixteen Likert items on one occasion. The five-item outcome includes post-purchase behaviour and does not measure observed brand choice or sales. Archived simultaneous ordinary least squares summaries report R² = .377, adjusted R² = .357 and F(3, 92) = 18.57, p

Suggested Citation

  • Cici Ayu Aprida & Tengku Syarifah, 2026. "Perceived product quality brand image and lifestyle congruity in decision commitment among Generation Z iPhone owners in Kisaran," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(9), pages 298-312, September.
    • Handle: RePEc:prv:pssjpv:2286
    DOI: 10.55942/pssj.v6i9.2286
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