ABSTRACT
The emergence of smartphones has become a trend in society. There is fierce business competition among existing smartphone brands to compete for market share. There are many types of smartphones available on the market, including luxury smartphones. One of the luxury smartphone brands in demand is the iPhone. According to IDC (International Data Corporation), the iPhone has been the top smartphone, breaking many shipment records. The purpose of this study is to determine the effect of luxury brand perception, social influence, vanity and materialism on consumer purchase intentions of the iPhone. Questionnaires were distributed to 244 respondents and data was analyzed using Partial Least Square (PLS). The findings of this study indicate that the perception of luxury brand and materialism affect the purchase intention of consumers, while social influence and vanity has no effect on purchase intention. In addition, it was found that vanity does not have a moderating effect on the relationship between luxury brand perceptions and social influences on purchase intention.
