PERAN PRICE SEBAGAI VARIABEL INTERVENING PADA PENGARUH ANTARA BRAND IMAGE, HEDONIC LIFESTYLE, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISIONS (Studi pada Konsumen iPhone 15 Generasi Z di Malang Raya)

This research aims to determine and analyze the role of price as an intervening variable in the influence of brand image, hedonic lifestyle, and product quality on purchase decisions of iPhone 15 generation Z consumers in Malang Raya. The population of this research is all consumers who have purchased and used iPhone 15 products of all generation Z series in Malang Raya. The research sample consisted of 100 respondents selected through the purposive sampling method. Data analysis used the SEM-PLS method with SmartPLS4. The results of the research show that brand image has a positive and significant effect on purchase decisions. Hedonic lifestyle has a positive and significant effect on purchase decisions. Product quality has a negative and no significant effect on purchase decisions. Brand image has a positive and significant effect on price. Hedonic lifestyle has a positive and no significant effect on price. Product quality has a positive and significant effect on price. Price has a positive and significant effect on purchase decisions. Price was able to mediate brand image in purchase decisions. Price was unable to mediate hedonic lifestyle in purchase decisions. Price was able to mediate product quality in purchase decisions.