The Effect of Product Feature, Price, Brand Name, Social Influence and After-Sales Service Toward Customer Purchase Decision of Smartphone in Surakarta

Nandrianina Louis Pierre, Rakotoarizaka and , Ihwan, S.E.,M.Si.,Ph.D (2020) The Effect of Product Feature, Price, Brand Name, Social Influence and After-Sales Service Toward Customer Purchase Decision of Smartphone in Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to analyze the effect of product features, price, brand name, social influence and after-sales service toward customer purchase decisions in Indonesia. This study also aims to identify how people of different backgrounds affect the consumer purchase decisions of smartphones in Surakarta and its relation with product features, brand name, price, social influence, and after-sales. Data were collected using a questionnaire-based survey consisting of 30 questions and distributed to 125 respondents including all smartphone users in Indonesia, which were obtained from convenience sampling methods. Quantitative methods were utilized to interpret the data obtained from questionnaires. We Adapted Lay-Yee et al. (2013) and (Norazah, 2013) model in order to examine the influence of each of the five factors on a smartphone purchase decision. The findings showed that product quality, brand name, and after-sales service have a significant effect on purchasing decision, whereas price and social influence is insignificant toward purchasing decision. Finally, managers can improve their customer purchase decision making through product features, brand, and after-sales service to generate more profits.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Feature, Price, Brand Name, Social Influence, After-Sales Service, Purchase Decision, Smartphone, Indonesia
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RAKOTOARIZAKA NANDRIANINA LOUI
Date Deposited:	27 Feb 2020 12:04
Last Modified:	27 Feb 2020 12:04
URI:	http://eprints.ums.ac.id/id/eprint/82003

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