The Influence of Reference Groups, Lifestyle, and Brand Image on Purchasing Decisions for Samsung Brand Smartphones (Study on Undergraduate Students of Management, Faculty of Economic and Business, Udayana University)
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 07
Abstract
The current technological advancements have a significant impact on human life, especially smartphones, which have changed consumer behavior patterns, particularly among students at the Faculty of Economics and Business, Udayana University. Although Samsung leads the global market share, students tend to use Apple brand smartphones. To understand this dynamic, research needs to be conducted in line with the aim of this study, which is to investigate the perceptions of the influence of reference groups, lifestyle, and brand image on the purchasing decision of Samsung smartphones. This research was conducted on undergraduate students of the Management Study Program, Faculty of Economics and Business, Udayana University, with a total sample of 91, determined using the simple random sampling method with the Slovin formula. The results show that reference groups have a positive and significant partial effect on purchasing decisions. Lifestyle also has a positive and significant partial effect on purchasing decisions. Brand image has a positive and significant partial effect on purchasing decisions. The theoretical implications of the study provide a deeper understanding of how the variables of reference groups, lifestyle, and brand image contribute to purchasing decisions. Practically, it is hoped to provide input for Samsung in conducting its business by paying attention to the influence of the variables of reference groups, lifestyle, and brand image on consumer purchasing decisions.
Authors and Affiliations
Putu Davin Abhimantra , I Gst. A. Kt. Gd. Suasana,
Keywords
Related Articles
- EP ID EP740957
- DOI 10.47191/jefms/v7-i7-65
- Views 27
- Downloads 0
Expanding Health Insurance Coverage in Vietnam: A View from a Study of Factors Affecting the Non-Participation in Health Insurance of Informal Sector Workers
In recent years, health insurance coverage in Vietnam has been increasingly expanded. Up to now, the health insurance coverage rate has reached about 90% of the population; There is still a gap with about 10% of the popu...
Corporate Governance and Market Response: Mediating Role of Firm Performance Empirical Evidence from Indonesia
This research aims to investigate the influence of corporate governance on market response (Rit) through company performance (ROI). Corporate governance uses measurements of the intensity of participation of managerial o...
Capital Structure and Financial Returns: Longitudinal Panel Evidence from NReits
The study is an investigation of the nexus between capital structure and financial returns. The investigation was conducted on a panel data of all real estate investment trusts in Nigeria (N-REITs) listed in the Nigeria...
The Effect of Gender Diversity and Expertise of Risk Monitoring Committee on Equity Investment Risk in Islamic Banks
The study of risk in Islamic banks emphasizes more on the general risk of Islamic banks, this general risk in Islamic banks arises from transactions unrelated to special transactions of Islamic banks. The profit and loss...
The Influence of Financial Literacy, Financial Awareness, And Income On Financial Well-Being With Financial Behavior And Financial Inclusion As Intervening Variables (A Case Study On Families In Surabaya)
As a result of the Covid-19 pandemic, the Indonesian economy has been severely affected. Surabaya city's economy contracted by -4.85% in 2020 and by 2021 it grew to 4.29%. Surabaya's poverty rate in 2021 is 5.23%, or 152...