PENGARUH OPERATING SYSTEM, DESIGN, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION SMARTPHONE DIKALANGAN MAHASISWA PASCA SARJANA DI UNIVERSITAS WIDYATAMA

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PENGARUH OPERATING SYSTEM, DESIGN, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION SMARTPHONE DIKALANGAN MAHASISWA PASCA SARJANA DI UNIVERSITAS WIDYATAMA

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Title: PENGARUH OPERATING SYSTEM, DESIGN, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION SMARTPHONE DIKALANGAN MAHASISWA PASCA SARJANA DI UNIVERSITAS WIDYATAMA
Author: FIRMANSYAH, IRVAN
Abstract: The development of technology in today’s extremely rapid, smartphone ownership at the present time is a fundamental requirement in urban communities where smartphone are not only used for communication but are also used for entertainment and perform data processing. The increasing use of smartphone in urban communities led to the growth of the production of smartphone both existing brands and new brands, and inter-brand competition can’t be avoided. This study aims to determine the influence of operating systems, design, and brand image on consumer purchase intention of smartphones among graduate students at the University Widyatama. The data used in this study are primary data which it collected from 150 respondents using questionnaires that have been tested for validity and reliability. The methodology in this study uses descriptive whit verification method. Operating system, design, and brand image have a significant influence. The operating system has the effect of 10,31%, has a design effect of 9,76%, and affects its brand image by 36,36% of the smartphone purchase intention.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/6694
Date: 2015


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  • Management [132]
    Koleksi Digital Tesis Program MM

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