Main Article Content
In the modern and sophisticated era nowadays, smartphones have become part of the primary needs of all societies. Smartphones not only used as a communication tool, but also used in work, entertainment, education, and others. Therefore all the companies in this industry are competing against each other to win the competition. Brand image, perceived price, trust, and value is known as issues that can effect the customer’s behavioral intention. That’s why this study aims to investigate the effect of the brand image, perceived price, trust, and value on behavioral intention. The research method used is descriptive study and sampling technique using purposive sampling. There are nine hypotheses developed in this research. There are 100 questionnaires distributed to the
users of Samsung Galaxy S8 smartphone in Jabodetabek. Data analysis in this research using PLS-SEM. The results of this research are brand image has a positive effect on perceived price, brand image has a positive effect on the value, brand image has a positive effect on trust, perceived price has a positive effect on value, trust has a positive effect on the value, perceived price has no effect on behavioral intention, and value, trust, and brand image have a positive effect on behavioral intention.
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