ANTECEDENTS OF SAMSUNG SMARTPHONE IN JABODETABEK

Abstract

Samsung Smartphone is one of the Smartphone brands in Indonesia. In 2017, Samsung was on the top of the market by having 32 percent of market share. decreasing around 5.31% from 2017. Decreasing Purchase Intension leads to= decreasing market share. Decreasing customers shows that the customers do not have intention to purchase the brand. Therefore, the objective of this research is to assess the effect of feature, price, brand, social, and aesthetic towards purchasing intention on Samsung Smartphone. This research is focused on Jabodetabek area only. In this research, the data was obtained from questionnaires which distributed using a nonprobability sampling technique with purposive sampling method and found 271 people who have ever purchased Samsung Smartphone and live in Jabodetabek area. This research is using multiple regression to test the significant influence with that feature, brand, social, and aesthetic have a significant influence towards purchase intention on Samsung Smartphone. Meanwhile, price has no significant influence towards purchase intention. For the final result, feature, price, brand, social, and aesthetic have simultaneous significant influence towards purchase intention on Samsung Smatphone. The value of adjusted R2 is 0.531 or 53.1% meaning the independent variable influence the dependent variable by 53.1%.