DOMINANT FACTORS OF SMARTPHONE PURCHASE INTENTION BASED ON CONSUMPTION VALUE THEORY: STUDY IN CIKARANG

Abstract

Since the technology of information and communication become more innovative and the use of smartphone have become popular among modern people in recent years, many enterprises are competing in the market by developing their product through innovation in order to survive in the tight competition of business world. One of the attempts is by offering more values to the product that can be generated by the consumers. This study aims to specify the dominant factors of smartphone purchase intention by adopting Consumption Value Theory model which encompasses functional value, social value, emotional value, epistemic value, and conditional value. The study was using convenience sampling method and conducted by distributing the printed questionnaires to 100 smartphone users who work in Cikarang, Indonesia. The research was deployed factor analysis method which resulted in four dominant factors namely information seeking, social influence, dependency, and circumstances.