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This research aims to analyze the influence of functional value, emotional value, social value and epistemic value on brand switching of iPhone products. Data for this research was collected through a survey method using a questionnaire as a data collection instrument. The population in this study was 100 respondents. This research uses a quantitative approach with multiple linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. The results of the research show that partially functional value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City. Partially, emotional value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City. Partially, social value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City. Partially, espitemic value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City.

Functional value, emotional value, social value and espitemic value, brand switching