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Determinants of Purchase Intention toward Apple Watch Smartwatch in Bandung City: The role of Perceived Usefulness for Health, Social-Adjustive Function, and Value-Expressive Function

  • Bintang Samala1*
  • Abdul Ahmad Hafidh Nurmansyah2
1,2 Jenderal Achmad Yani University image/svg+xml
* Corresponding Author: Bintang Samala

Abstract

This study examines how perceived usefulness for health (PUFH), social-adjustive function (SAF), and value-expressive function (VEF) affect purchase intentions regarding Apple Watch products in Bandung. The research addresses fluctuating consumer interest, as the Apple Watch, though a market leader, has seen a decline in the Top Brand index. A quantitative survey was administered to 124 purposively selected participants who were at least 17 years old and had prior familiarity with Apple Watch products. The dataset was evaluated through multiple linear regression using SPSS version 25. All independent variables showed positive and statistically significant effects on purchase intention, both separately and jointly. VEF emerged as the most influential predictor, followed by PUFH and SAF. These findings suggest that both functional health benefits and the motivations for self-expression and social approval shape consumers' decisions to purchase an Apple Watch. This research strengthens the combined application of the Technology Acceptance Model and the Functional Theory of Attitudes. Applying these frameworks to wearable technology research provides practical insights for marketing strategies that address functional, social, and self-expressive considerations.

Keywords

Apple Watch Perceived Usefulness for Health Social-Adjustive Function Value-Expressive Function Purchase Intention

How to Cite

Citation Format
Samala, B., & Hafidh Nurmansyah, A. A. (2026). Determinants of Purchase Intention toward Apple Watch Smartwatch in Bandung City: The role of Perceived Usefulness for Health, Social-Adjustive Function, and Value-Expressive Function. International Journal of Management Science and Information Technology, 6(2), 1311-1318. https://doi.org/10.35870/ijmsit.v6i2.7619

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Author Biographies

Bintang Samala, Jenderal Achmad Yani University

Management Study Program, Faculty of Economics and Business, Universitas Jenderal Achmad Yani, Cimahi City, West Java Province, Indonesia

Abdul Ahmad Hafidh Nurmansyah, Jenderal Achmad Yani University

Management Study Program, Faculty of Economics and Business, Universitas Jenderal Achmad Yani, Cimahi City, West Java Province, Indonesia

License

Copyright (c) 2026 Bintang Samala, Abdul Ahmad Hafidh Nurmansyah

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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