Articlediamond2018

ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PADA PENGGUNA SMARTPHONE DI BATAM

16 citations0/0 files storedJurnal Manajemen Maranatha

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

The focus of this study was to analyze the factors direct impact on purchase intention of smartphone’s users in Batam. Sample was taken from 400 smartphone’s user most crowded reseller shop in Batam (Nagoya hill and Lucky Plaza). The research data that has been collected and analyzed using the program statistical package for social sciences (smart pls). Results from this study showed a significant and no significant effect of independent on the dependent variable. First, brand awareness has a significant effect on perceived quality. Second, brand awareness and perceived quality has a significant effect on brand loyalty. Thirth, perceived quality, brand loyalty and brand awareness and brand association has a significant effect on purchase intention. Keywords: Brand awareness, perceived quality, brand loyalty, brand association and purchase intention

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References

2012The Impact of Brands on Consumer Purchase Intentions 2011Antecedents of customer loyalty: An empirical synthesis and reexamination 2012Lost sleep and cyberloafing: Evidence from the laboratory and a daylight saving time quasi-experiment.2013The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity 2014The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products 2013The Investigation of Relation Between Cyberloafing Activities and Cyberloafing Behaviors in Higher Education 2011Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers' View 2014The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan

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