The Factors Influencing Brand Love and Willingness to Pay among iPhone Consumers in Indonesia

The iPhone has become a globally exclusive and luxurious item, including in Indonesia, and it even serves as ahigh social status symbol for its owners. Almost every launch of a new series product always garners attentionand sells out, despite its high price compared to competitors with slightly different specifications. The researchaimed to identify the factors influencing brand love and willingness to pay among iPhone consumers in Indonesia.Consumer behavior and personality factors, such as social status, self-expression, hedonism, and perceived quality,were utilized as determinant variables of brand love and willingness to pay. A total of 654 iPhone users participatedin filling out surveys on social media, in Apple stores, and through online forms via Google Forms. Smart-PLS 4.0software was employed for statistical data analysis, utilizing Partial Least Squares - Structural Equation Modeling(SEM-PLS). In the results, it is proven that the positive factors driving iPhone customers’ brand love come fromperceived quality, social status, and self-expression. Meanwhile, the factors driving willingness to pay are brandlove, perceived quality, social status, and self-expression. However, hedonism does not have a positive impact onbrand love and willingness to pay. The research results suggest that the hedonic experience of the product may notbe the main factor influencing consumers in the context of premium products such as the iPhone. The strong andluxurious branding of iPhone is the main reason for its customers. In addition, brand love is a key variable thatmediates willingness to pay.