Armeni, S.B. et al. 2026. The Effect Of Brand Equity, Price, And Product Quality On The Purchase Decision Of Iphone Smartphones Among Generation Z In Bengkulu City. Jurnal Ekonomi Islam, Akuntansi, dan Manajemen. 2, 2 (Feb. 2026), 57–66. DOI:https://doi.org/10.70963/jeiam.v2i2.463.