PENGARUH WORD OF MOUTH DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

Apple, as one of the leading global technology companies, has had a significant impact on the smartphone industry, especially through the iPhone series which is known as a symbol of modern technology. This study aims to determine the effect of word of mouth and brand trust on purchase decision for iPhone smartphones, with purchase interest as an intervening variable for consumers in Malang City. A total of 130 respondents were involved in this study using purposive sampling method. Data analysis was carried out using Structural Equation Modeling (SEM) through the SmartPLS 4.0 program. The results showed that word of mouth has a significant effect on purchase decision, while brand trust has no significant effect. On the other hand, purchase interest is shown to have a significant influence on purchase decision. These findings provide important insights into the role of purchase interest in mediating the relationship between word of mouth and brand trust on purchase decision for iPhone smartphones in Malang City.