The purpose of this study is to identify the relationship between product design aesthetics, product development process, attitude toward the brand, product evaluation, and product preference based on literature review and data analysis. This study's approach is quantitative research with a data collection method using the electronic questionnaires of Google forms. This study was conducted in Indonesia, so the Indonesian consumer becomes the respondents of this research. In this research, total data gathered from 250 respondents were analyzed by Smart PLS 3.2.2. These findings of this study indicate that product design aesthetics, product development process, and attitude toward the brand impact product evaluation. Moreover, product design aesthetics also impacts product preference. However, in this study, the attitude toward the brand towards product preference is not supported. Besides, the hypothesis between product evaluation and product preference is also not supported. This study's results provide significant theoretical and managerial implications for marketing strategy theory and R&D through product evaluation and product preferences for the factors included in this study and a deeper understanding of the smartphone industry marketing by describing it.