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CONCLUSION Conclusion
The following conclusion can be drawn from the research and analysis stated above:
1. The variable of luxury brand image influences the purchase intention of an iPhone.
2. The variable of perceived price influences the purchase intention of an iPhone.
3. The variable of perceived quality influences the purchase intention of an iPhone.
4. The variable of luxury brand image, perceived price, and perceived product quality simultaneously influences the purchase intention of an iPhone.
Theoritical Implication
According to the findings of this study, luxury brand image variable influences purchase intention. This study in line with the research done by (Vijaranakorn & Shannon, 2016) which stated that luxury brand image affect purchase intention However, it is contrary to the research done by (Durand, 2017) & (Chou, 2017) which stated that the image of a luxury brand does not effect on the purchase intention. As a result, there will be a positive response that the consumer’s intention to purchase the luxury brand over the competitors.
Then the second result, emphasizes that perceive price influences influences purchase intention. In other words, perceived price influences purchase intention of iPhone among millennial. This finding is in line with the research done by (Weisstein, Asgari, & Siew, 2014) (Ra
& Narwa, 2021), which stated that perceived price influences the purchase intention of consumers However, it is contrary to the research done by (Lee & Stoel, 2014) & (Son & Jin, 2019) which stated that price perceptions do not affect purchase intention. Therefore, the perceived price is high or low it will be influences someone to have an intention to purchase an iPhone.
Last but not least, according to the findings of this study, perceived quality influences purchase intention among millennials. This finding is in line with the research done by (Setiawan,
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Aryanto, & Andriyansah, 2017) which stated that, perceived quality will also have an influence to increase the consumer purchase intention However, it is contrary to the research done by (Justin Beneke, 2013) & (Son & Jin, 2019), which stated that perceived quality does not lead to purchase intention.
Applied Implication
Statement number 2 on luxury brand image variables has the highest score, with 3,7 considered high average which is “iPhone is sophisticated”. But it is interesting that we can also see in statement number 3 on luxury brand image variables has the lowest score, with 2,6 considered low average which is” iPhone is superior”. It means that event Hugh iPhone are sophisticated doesn’t mean that iPhone is superior in the society. The researcher suggest that Apple company should be considered this matter, and also make an improvement in their product brand image approach to the customer. Because in this day, we must have a real time data of our customer experience about the product brand image in the society. To guarantee that with high brand image that iPhone already superior also in the society by always making an event or in touch with their customer.
Statement number 4 on perceived price has the highest score, with 4,5 considered very high average which is “I want t buy an iPhone, albeit at a higher price”. And also, with the lowest score in statement number 5 with 3,9 considered high average which is “I think buying an iPhone can provide more significant benefit than that which would be paid”. It can be concluded that even though iPhone has a high price but its accordance with the benefit that we will get. And researcher suggest that Apple company if they want to increase significantly the sales, it shown that with high price iPhone will always have high purchase intention with this specific strategy it will automatically increase the sales.
Statement number 1 on perceived quality has the highest score, with 4,5 considered very high average which is “The product is reliable”. And also, with the lowest score in statement number 2 with score 4 considered high average which is “The product is a high-quality product”.
It shows that iPhone ha high quality and also it can be reliable to their consumer. And researchers suggest that Apple company must always make improvement to their product quality, because this aspect highly influences people to purchase.
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The luxury image of iPhone brand is not strong enough to encourage purchase intention even though the respondents believe that iPhone is expressing the image of high-priced luxury brand which is attracting and is able to stand out. Perceived product quality is also not enough to lead to purchase intention, especially on the perception that the product is reliable. However, the respondents’ perception on iPhone price is able to encourage their purchase intention. Even though the respondents realize that iPhone price is high but it is perceived as being in line with the brand image and the belief that the high price is worth it.
The respondents of this research are dominated by 21 years old (43.2%) who are still college students (77.5%) with relatively low monthly spending of less than 3.000.000 rupiahs. As college students they have not had a job which will support them with the buying power for luxurious items. It’s quite surprising that iPhone price is perceived as appropriate price that leads to purchase intention. The respondents also mention their significant possibility to buy an iPhone one day. However, the lowest point is on their willingness to recommend others to buy an iPhone.
Limitation
With limited space and location to collect writing data, the initial study only obtained samples from generation Z which were distributed via the Google form. After the researcher completed the internship, the writing of the second study was continued by adding generation Y as a reinforcement of the purchase intention variable because this variable already has buying power. Using these two generations as a sample makes the results less in-depth in both generations with the distribution of the number of respondents still tending to be dominated by generation Z.
That is why the researcher has limited responses only in one generation. There is also a consistency of sample criteria that never bought / never used iPhone, and because the questionnaire already distributed this research can’t drop the redundant measurements. In the perceived price indicator IE3 and IE5 there is inconsistency responses.
43 Suggestions for future study
This research is only an empirical basic view that can be developed in greater depth and more comprehensively on the basis of qualitative research. This study only took respondents through an online questionnaire within a short data collection period, so that in future studies an intrapersonal approach could be carried out through a direct questionnaire within a longer data collection period in the hope of more optimal results. For future research, it can focus more on one variable by having a larger number of respondents and also representing one generation in general.
In addition, researchers can also add one more variable if they want to find broader results and represent all generations (for example, generation X). As the generation of this study is still dominated by generation Z.
