THE IMPACT OF INNOVATION TECHNOLOGY AND SOCIAL TRENDS IN DRIVING INDONESIA CONSUMER CHOICE OF IPHONE

Abstrak

The current research is focused on analyzing how technological innovation and social trends influence Indonesian consumers to buy iPhones. Being one of the best-selling smartphones, an iPhone combines advanced technology with strong social appeal and hence has become a unique case in the study of consumer behavior in the digital age. Theories integral to the study include Misra and Stokols' concept of cyber-based overload, 2012a, related to the difficulties in controlling sources of digital information, and Heath and Soll's hedonic and utilitarian consumer behaviour framework, 1996. The work will also consider changes in society due to the communication technologies, by the works of Mumford 2010, and Dyson and Uhlig 2004, to contextualize how the iPhone shapes and is shaped by modern social interactions. In this respect, the research will be quantitative in nature, collecting primary data through questionnaires to look at the relationship between technological innovation, social dynamics, and consumer preferences. The findings provide a backdrop for the double nature of the iPhone both as a functional device and as a symbol of social identification, underlining its influence in shaping consumer behavior within evolving technological and social environments.