This empirical investigation explores the factors that influence purchase intention of iPhone in Jakarta. Smart PLS 4 was employed as the statistical software for data analysis. Utilizing a sample of 183, the study adopted a quantitative approach which distributed through online questionnaire to examine the connections between consumers' perceptions of brand, price, social influence, relative advantage, and purchase intentions. The outer model of this investigation includes assessments of validity and reliability, whereas the internal model encompasses evaluations of multicollinearity, R-square, T-statistics, and P-value tests. Additionally, structural equation modeling was employed to examine the connections outlined in the study's theoretical framework. The study's results confirm three of the four hypotheses, demonstrating that brand, social influence, and relative advantage positively influence purchase intentions. Additionally, the findings reveal that price has not significant effect on purchase intention.