Purchase Intention Produk Smartphone ditinjau dari Aspek Brand Management

Abstract

Perilaku belanja online dan belajar online menggunakan perangkat elektronik seperti smartphone saat ini menjadi fenomena yang menarik di Indonesia. Penggunaan smartphone yang terus meningkat tajam tentunya tidak terlepas dari peran brand management produk smartphone tersebut. Penelitian ini bertujuan untuk menganalisis peran brand experience, brand awareness, brand visibility dan brand reputation dalam mendorong purchase intention pada generasi Z. Penelitian ini menggunakan desain penelitian dengan pendekatan kuantitatif. Data dikumpulkan melalui dokumentasi dan penyebaran kuesioner secara online. Penelitian ini menggunakan sampel sebanyak 180 responden dengan penentuan ukuran sampel memakai rumus sampling purposive. Partial least square diterapkan untuk menguji hubungan antara purchase intention, brand experience, brand awareness, brand visibility dan brand reputation. Hasil penelitian ini menunjukkan bahwa dari empat hipotesis yang dikembangkan terdapat satu hipotesis yang ditolak, yaitu untuk pengaruh antara variabel brand awareness terhadap variabel purchase intention tidak berpengaruh secara signifikan. Sedangkan untuk variabel brand experience, brand visibility dan brand reputation berpengaruh signifikan terhadap purchase intention. Melalui temuan dari penelitian ini, diharapkan dapat memberikan tambahan informasi bagi berbagai pihak seperti toko konvensional maupun toko online serta perusahaan yang menyediakan produk smartphone untuk memperhatikan faktor-faktor yang mendorong minat beli konsumen sehingga konsumen memperoleh kenyamanan dan kepercayaan pada produk tersebut.

Analysis of the Effect of Performance Expectancy, Effort Expectancy, and Lifestyle Compatibility on Behavioral Intention QRIS in Indonesia

“…Marketers who understand how self-concept plays a role in consumer decisions to make purchases will use it as a marketing message and advertisement to reach potential customers (Lie, Halim, et al, 2023). Internal and external factors determine a person's lifestyle (Sudirman, Wijaya, et al, 2021). Lifestyle is reflected in external appearance, both internal and external influences of consumers (Stocchi et al, 2019).…”

Characteristics of Indonesian Consumers and Online Purchasing Behavior

“…Some related researchpurchase intentions in shoppingonline has been carried out (Mulyati & Gesitera, 2020).Purchase intentions towards shoppingonline this is likely to remain a long-term behavior. There are several factors that have been tested in previous studies that have an impact onpurchase intentions in shoppingonline in India ieinternet self-efficacy, perceived aesthetics andperceived benefit (Sudirman, et al, 2021).…”

The Influence of Brand Equity and Customer Bonding on the Loyalty of Beauty MSME Consumers with Satisfaction as a Mediating Variable

“…Consumer satisfaction is related to a person's feelings of happiness or disappointment that arise after comparing perceptions of a product's perceived performance with consumer expectations (Sudirman, Efendi, et al, 2020). According to (Sudirman, Sherly, et al, 2020), consumer satisfaction is a person's feeling of joy or disappointment that arises after comparing the performance of the product they are thinking about with the expected performance (Sudirman, Wijaya, et al, 2021). This shows that consumer satisfaction will be created from a valuable product or service after the consumer consumes the service.…”