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The Influence of Brand Image and Brand Awareness on the Decision to Purchase an iPhone in Cirebon
Fardan Walidina Fardan, Lis Tatin Hernidatiatin
View Author Affiliations
- Fardan Walidina Fardan: Universitas Swadaya Gunung Jati, Indonesia
- Lis Tatin Hernidatiatin: Universitas Swadaya Gunung Jati, Indonesia
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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
Author Biographies
Fardan Walidina Fardan
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.
Article Identifiers
- Article Title: The Influence of Brand Image and Brand Awareness on the Decision to Purchase an iPhone in Cirebon
- DOI: 10.59431/ijer.v6i2.821
- Publication Date: 2026-06-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 2
- Pages: 662–670
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Issue Information
Article Details
| Volume: | 6 |
| Issue: | 2 |
| Year: | 2026 |
| Published: | 2026-06-28 |
| Pages: | 662–670 |
| Section: | Articles |
Additional Information
How to Cite
Fardan, F. W., & 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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This work is licensed under a Creative Commons License.
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