Impact of Brand Image Customer’s smartphone buying decision (original) (raw)
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Factors of Consumer Choice of SmartPhones – A Study on Brand Image and Brand Features
The research is aimed at exploring the factors and attributes of a smartphone that influence consumers to opt for a particular brand from amongst a wide variety of smartphones along with the investigation of consumer behavior towards those factors and attributes. For this research two factors have been selected which include; the brand image and the brand features. The basic interest of the researcher in this study is to look into the significance of the factors and attributes that are perceived as important by the consumers when they think of purchasing a smartphone. A structured questionnaire was used for the data collection purpose. Data was collected from 300 respondents residing in various areas of Karachi. The research findings revealed that the consumers give preference to brand image over features of a smartphone. Consumers see a smartphone as a part of their personality that enhances their status and self-image in their own eyes as well as in the eyes of their peers.
Effects of Brand Image on Consumer Buying Behavior on Mobile Phones
Effects of Brand Image on Consumer Buying Behavior on Mobile Phones, 2017
The purpose of this research is to examine the effects of brand image on consumer buying behavior on mobile phones. The problem focuses on the profile of respondents in terms of sex, age and frequency of purchase; on the degree of effectiveness of brand image in terms of affordability, quality and reliability; and on the level of consumer buying behavior in terms of attitude, preference and intention. A survey questionnaire was designed to gather necessary data in the study. Data was analyzed using percentage and frequency as a statistical measure to determine the profile of the respondents. In the degree of effectiveness of brand image, reliability got the highest weighted mean with an overall weighted mean of 3.69. On the other hand, in the level of consumer buying behavior, attitude got the highest weighted mean with an overall weighted mean of 3.31. The overall results of the study states that majority of the respondents are female students, the same with the previous research that is conducted to the customers of Gaisano Mall of Davao. In terms of the degree of effect of brand image, findings suggest that reliability is found to be influential in affecting the consumer buying behavior and the respondents moderately consider quality and affordability as one of the indicators affecting consumer buying behavior. Respondents strongly agree that they purchase mobile phones due to the reliability of the brand image. Therefore, brand confidence is a primary consideration in attracting consumers to purchase mobile phones. Phone brands that have a strong brand impact,entice them to buy mobile phones.
Journal of Marketing and Consumer Research, 2021
This study aims to determine whether there is an influence of brand image, product quality, and price perception on purchase decision of iPhone mobile phones. This research was conducted at the Faculty of Economics Students, State University of Gorontalo, the class of 2019. The population in this study were students of the Faculty of Economics, State University of Gorontalo, the class of 2019, who had or were using an iPhone mobile phones. The sample is determined by the purposive sampling method with a total of 44 respondents. Data collection process has done by providing a list of questions/statements to respondents about brand image, product quality, and price perception, on purchasing decisions. This study uses multiple linear regression analysis tools. Hypotheses are tested by T-test and F-test. The test results show that brand image, product quality, both partially and simultaneously have a positive and significant effect on purchasing decisions, while price perceptions have a negative and insignificant effect on decision to buy iphone mobile phones by the students of Faculty Of Economic, State University of Gorontalo, the class of 2019
Effect Of Brand Image And Price Perception On Purchase Decision.p df
Abstrack. :This study aimed to determine the effect of brand image and price perceived to purchasing decision on Oppo smartphones in Kendari City. Sampling technique in this research is accidental sampling method. The number of samples in the study of 60 respondents. The data analysis used is linear regression analysis using SPSS 24 software aid. The result of the research shows that the brand image and price of the smartphones in Kendari city, either partially or simultaneously.
Purchase Decision in View of Brand Image, Product Quality, and Promotion
Almana : Jurnal Manajemen dan Bisnis
The development of technology at this time is very fast. This development can be seen from the progress of gadgets that are now easily grasped by various groups (rich, poor) and ages (old, young) all can use it. Gadget innovations are always popping up all the time, from laptops, PCs, to cellphones. Mobile offers various advantages and features to support user flexibility. This study aims to prove the simultaneous and partial effect of purchasing decisions in terms of brand image, product quality, and promotion of Oppo mobile phones. This research is quantitative descriptive. The population is all buyers of Oppo mobile phones. The number of samples used amounting to 100 respondents, the sample was taken by purposive sampling technique. The data analysis technique used in this study was multiple linear regression analysis. The results show that the f-test brand image, product quality, and promotion simultaneously and significantly influence the buying decision for Oppo mobile phones....
Effect Of Brand Image And Price Perception On Purchase Decision
Abstrack. :This study aimed to determine the effect of brand image and price perceived to purchasing decision on Oppo smartphones in Kendari City. Sampling technique in this research is accidental sampling method. The number of samples in the study of 60 respondents. The data analysis used is linear regression analysis using SPSS 24 software aid. The result of the research shows that the brand image and price of the smartphones in Kendari city, either partially or simultaneously.
KnE Social Sciences, 2020
Samsung is the manufacturer smartphone that is already known by the community because of the use of advanced technologies. The purpose of these study are to examine the influence of brand image towards purchase intention of Samsung’s smartphone; the influence of service quality towards purchase intention of Samsung’s smartphone; and the influence of purchase intention towards purchase decision of Samsung’s smartphone. Sample selection method used is purposive sampling with the sample size of this study is 150 Samsung’s smartphone users who already visit to the Samsung’s outlet. The analysis data was used Structural Equation Modeling (SEM) through AMOS’s software. The results show that brand image has an influence on purchase intention, service quality has an influence on purchase intention, and purchase intention has an influence towards purchase decisions. This research provides recommendations to the producer of Samsung’s smartphone to create a product that is safe for the user, because if consumers feel goods which belongs to secure and worthy that the consumer will purchase the product.
Islamic Economics Journal, 2018
In a competitive businesses situation that increasingly going forward at this time, companies need to utilize their resources optimally that can aff ect consumers' perception on purchasing, as an example in adjusting the price and also improving their the brand image. In Islamic law, Excessive consumption is called by the term israf or tabzir (Wasting resourches without any good use). As a consumer and student of Islamic economics, more throughly before buying a product is very important, especially for students UNIDA Magelang. The purpose of this research is to fi nd out the eff ect of price and brand image of Smartphone toward purchasing decision of muslim consumers. This research is quantitative research, the data used in this research is primary data obtained from the questionnaires that distributed to the respondents, with 67 persons as a sample. The data analysis techniques by using validity test, reliability test, multiple regression and classical assumption test. The result of this research show that the price and brand image of Smartphone aff ect purchasing decision of muslim consumers, with value of t count 2.006 for price, and 5.900 for brand image. Based on these values, it is
BRAND INFLUENCE ON CONSUMERS' BEHAVIOR TOWARDS PURCHASING MOBILE PHONE
Sci.Int.(Lahore), 2018
Brand name is a powerful tool which influences the consumers' purchasing behavior. Mostly, customers buy the particular branded things only because of the name. Clients trust that brand name is an image of value. So the purpose of the current research was to determine the influence of brand name on consumers' decision making power in the selection of mobile phone. For this purpose, a self-developed questionnaire was used to collect data by using Non-Probability Convenient Sampling technique. The questionnaire consisted of 11 items, was administered on the sample of 200 (100 males and 100 females). Their age ranged was 18-29. The result of the research showed that the brand name has a positive influence on consumers' decision making towards purchasing a mobile phone and a well-known branded mobile ensure better quality. The present study also gives profound understanding of business and companies that how they can improve their promotional and marketing tools to get the clients and to increase their profits.
Purchase Intention on Low-Cost Smartphone in Terms of Well Established Smartphone Brand Users
Emerging Markets : Business and Management Studies Journal
This study investigates the effects of brand image on customer trust and perceived value, as well as its influence on the purchase intention of Realme smartphones in Indonesia. The model for this study indicates the effects of brand image on purchase intention, which is mediated by customer trust and customer perceived value. The data sample was collected from 265 respondents using non-probability sampling techniques with the purposive sampling method through online surveys. The use of PLS-SEM methodology by SmartPLS analyzed the result showing the significance of customer trust and customer perceived value on affecting purchase intention, whereby brand image has a significant and positive impact on customer trust and customer perceived value in Realme smartphones, from the high-cost smartphone brand users perspectives. Based on prior research, we apply a theory from a new angle by examining brand image influence on consumer trust and customer perceived value, as well as its impact ...