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Articles

The Influence of Brand Image and Brand Awareness on the Decision to Purchase an iPhone in Cirebon

  • 1*,2 Universitas Swadaya Gunung Jati

* Corresponding Author: Fardan Walidina

Open Access
DOI
https://doi.org/10.59431/ijer.v6i2.821
Published
Pages
662–670

Issue

Vol. 6 No. 2 (2026)

Indonesian Journal Economic Review (IJER)
June

Abstract

This study examines the influence of brand image and brand awareness on the decision to purchase an iPhone in the city of Cirebon. The issue addressed is the shift in consumer behavior, where consumers no longer consider price alone but also psychological factors such as brand image and brand awareness when making purchasing decisions. The objective of this study is to determine the influence of brand image and brand awareness, both individually and collectively, on purchasing decisions. The method used is a quantitative approach with an explanatory research design, employing data collection via a questionnaire administered to 394 iPhone users, and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that brand image and brand awareness significantly influence purchasing decisions, both partially and simultaneously, with an R-square value of 62.2%, indicating a strong influence. The implications of this study highlight the importance for companies to enhance brand image and brand awareness through effective marketing strategies to drive consumer purchasing decisions, particularly in the premium smartphone market in the Cirebon region.

Keywords

Brand Image Brand Awareness Purchase Decision Product Marketing Quantitative Method SemPLS

How to Cite

Walidina, F., & Hernidatiatin, L. T. (2026). The Influence of Brand Image and Brand Awareness on the Decision to Purchase an iPhone in Cirebon. Indonesian Journal Economic Review (IJER), 6(2), 662–670. https://doi.org/10.59431/ijer.v6i2.821

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Author Biographies

  • Fardan Walidina, Universitas Swadaya Gunung Jati

    Management Study Program, The Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon City, West Java Province, Indonesia.

  • Lis Tatin Hernidatiatin, Universitas Swadaya Gunung Jati

    Management Study Program, The Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon City, West Java Province, Indonesia.

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Copyright (c) 2026 Fardan Walidina Fardan, Lis Tatin Hernidatiatin

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