The Impact of Brand Image, Product Quality, and Price on Brand Switching Behavior in iPhone Smartphone Among Generation Z in DKI Jakarta

This study investigates the influence of brand image, product quality, and price on brand switching behavior among Gen Z consumers specifically in the context of iPhone smartphones in DKI Jakarta. As competition in the smartphone market intensifies, understanding the factors that drive consumers to switch brands is crucial for companies aiming to retain their customer base. Employing a quantitative research approach, data was collected through an online survey distributed to a sample of 100 respondents who are current iPhone users. A non-probability sampling method was utilized to ensure a diverse participant pool. The survey employed a Likert scale to assess the research variables, focusing on brand image, product quality, and price perceptions. Data analysis was conducted using SmartPLS software, which is well-suited for structural equation modeling (SEM). This method allowed for a comprehensive evaluation of the relationships between the variables. he findings reveal that product quality and price significantly influence brand switching behavior, while brand image shows no significant effect. Product quality demonstrates both direct and indirect effects through price on brand switching decisions. Additionally, brand image significantly influences product quality, and product quality has a strong positive impact on price perceptions. These results suggest that Gen Z consumers in DKI Jakarta prioritize product quality and price considerations over brand image when making smartphone switching decisions. This differs from initial expectations and provides important insights for smartphone manufacturers' marketing strategies in targeting the Gen Z demographic.