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

Cici Ayu Aprida () and Tengku Syarifah ()
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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

Priviet Social Sciences Journal, 2026, vol. 6, issue 9, 298-312

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

Keywords: purchase decision; self-congruity; suppressor variable; brand image; lifestyle; Generation Z (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:2286

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DOI: 10.55942/pssj.v6i9.2286

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