ANALYSIS FACTORS OF PERCEPTION TOWARDS PURCHASE DECISION ON BRAND ‘XYZ’ ANDROID SMARTPHONE BETWEEN YOUNG ADULT AND END TEENAGERS IN MEGA BEKASI HYPERMALL

Abstract

Smartphone is one of powerful technology innovation and will be constantly changing the model technology time by time. In this year of millennium, Smartphone become a phenomenon situation where the market tends to change the model of smartphone to following the technology by a certain time. Meanwhile, the Smartphone Company will implement their strategy effectively and efficiently in order to become king of smartphone market. XYZ Company has started the smartphone business with firstly Symbian since 2006, but unlucky situation happening on XYZ Company. XYZ Company has started to loss their profit and have projection loss $2billion dollar in the end of their accountant book. Inspiring by XYZ Company, the researcher would like conduct study to identifying significant differences factors: perceived quality, perceived value and perceived risk towards purchase decision on XYZ smartphone between 2 groups in Mega Bekasi Hypermall. This research using non-probability and judgment sampling technique, and binary logistic regression analysis in order to identify significant differences & making linear equation of probabilities between 2 groups, the result of this study is perceived quality and perceived value become factor significant differences between 2 groups, meanwhile perceived risk is not become factor significant differences between 2 groups