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What is iPhone Purchase Intention Factors in Depok about?

This research investigates the factors influencing purchase intention among iPhone customers in Depok, Indonesia, focusing on electronic word-of-mouth (EWOM), brand image, brand trust, perceived value, and brand preference. The study, based on a survey of 349 respondents, finds that brand image, brand trust, perceived value, and brand preference positively affect purchase intention, while EWOM does not have a significant impact. The findings suggest that Apple must enhance its brand attributes to attract cu

Author

Filbert saw

Language

EN