The Influence of Product Quality and e-WOM on iPhone Smartphone Purchasing Decisions Generation Z in Surabaya

e-WOM, Product Quality, Purchasing Decisions

Abstract

The iPhone has emerged as a symbol of modern identity and social 
prestige among Generation Z consumers in Surabaya. This study aims 
to examine the extent to which product quality and electronic word of 
mouth (e-WOM) influence the purchasing decisions of this consumer 
group. Employing a quantitative research design, the study utilized 
purposive sampling to select respondents aged between 18 and 26 who 
are current iPhone users. Data were gathered through structured online 
questionnaires and analyzed using multiple linear regression through 
SPSS software. The results indicate that both product quality and e
WOM exert a significant and positive influence on purchasing 
decisions, both individually and jointly. Product quality reflected in 
features such as design aesthetics, performance, durability, and overall 
reliability was identified as a key determinant in consumer decision
making processes. Concurrently, e-WOM, particularly through social 
media platforms, online reviews, and influencer recommendations, 
was found to play a pivotal role in shaping perceptions, building trust, 
and enhancing the likelihood of purchase. These results highlight the 
dual importance of maintaining superior product standards and 
strategically engaging with digital communication channels. For 
practitioners, the study suggests prioritizing quality enhancement 
while simultaneously investing in digital marketing strategies that 
resonate with the online habits and preferences of Generation Z. 
Encouraging positive consumer feedback and optimizing brand 
visibility across digital platforms may further strengthen purchasing 
motivation. Future research is recommended to incorporate additional 
variables such as brand image, lifestyle orientation, or perceived value 
to develop a more comprehensive model of consumer behavior in the 
premium smartphone segment.