ANALISIS PENGARUH BRAND IMAGE, PERCEIVED PRICE, TRUST DAN VALUE TERHADAP BEHAVIORAL INTENTION PENGGUNA SMARTPHONE SAMSUNG GALAXY S8
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Oct 22, 2018
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Abstract
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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ISKANDAR, Hengky; BERLIANTO, Margaretha Pink.
ANALISIS PENGARUH BRAND IMAGE, PERCEIVED PRICE, TRUST DAN VALUE TERHADAP BEHAVIORAL INTENTION PENGGUNA SMARTPHONE SAMSUNG GALAXY S8.
Prosiding Seminar Nasional: Manajemen, Akuntansi, dan Perbankan, [S.l.], v. 1, n. 1, p. 33-49, oct. 2018.
Available at: <http://conferences.uin-malang.ac.id/index.php/semnasfe/article/view/711>. Date accessed: 19 apr. 2024.
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References
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Park, J. J., & Park, J. W. (2016). Investigating the effects of service recovery quality elements on passengers’ behavioral intention. Journal of Air Transport Management, 53, 235–241. http://doi.org/10.1016/j.jairtraman.2016.03.003
Peter, J. P., & Olson, J. . (2010). Consumer Behavior and Marketing Strategy. McGraw-Hill.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. http://doi.org/10.5465/AMR.1998.926617
Ryu, K. ., Han, H. ., & Kim, T. H. (2008). The relationship among overall quick-casual restaurant image, perceived value, customer satisfaction and behavioral intentions. International Journal of Hospitality Management, 27(3), 459–469. Retrieved from https://www.cabdirect.org/cabdirect/abstract/20083174459
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. NJ: Prentice Hall.
Xu, Y., & Shun, C. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20, 323–47. http://doi.org/10.1002/mar.10076
Yagci, M. I., Biswas, A., & Dutta, S. (2009). Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance. Journal of Business Research, 62(8), 768–774. http://doi.org/10.1016/j.jbusres.2008.03.005
Yousafzai, S. Y., Pallister, J. G., & Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23(11), 847–860. http://doi.org/10.1016/S0166-4972(03)00130-5
Business wire. (2017). Strategy Analytics: Xiaomi Soars as Global Smartphone Shipments Hit 360 Million in Q2 2017. Retrieved January 10, 2018, from
https://www.businesswire.com/news/home/20170801006852/en/Strategy-Analytics-Xiaomi-Soars-Global-Smartphone-Shipments
Chen, H. Bin, Yeh, S. S., & Huan, T. C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354–360. http://doi.org/10.1016/j.jbusres.2013.01.003
Chen, Y. S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319. http://doi.org/10.1007/s10551-009-0223-9
Chiang, C.-F., & Jang, S. S. (2007). The Effects of Perceived Price and Brand Image on Value and Purchase Intention: Leisure Travelers’ Attitudes Toward Online Hotel Booking. Journal of Hospitality & Leisure Marketing, 15(3), 49–69. http://doi.org/10.1300/J150v15n03_04
DeSarbo, W. S., Jedidi, K., & Sinha, I. (2001). Customer value analysis in a heterogeneous market. Strategic Management Journal, 22(9), 845–857. http://doi.org/10.1002/smj.191
Desmuflihah, K. A. (2016). Samsung Krisis Kepercayaan Gara-Gara Galaxy Note 7 Meledak. Retrieved January 10, 2018, from https://techno.okezone.com/read/2016/09/21/57/1495340/samsung-krisis-kepercayaan-gara-gara-galaxy-note-7-meledak
Dewi, J. . (2009). Creating and Sustaining Brand Equity. Amara Books.Durna, U., Dedeoglu, B. B., & Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry. International Journal of Contemporary Hospitality Management, 27(7), 1728–1748. http://doi.org/10.1108/IJCHM-04-2014-0173
Erickson, G. M., & Johansson, J. K. (1985). The Role of Price in MultiAttribute Product Evaluations. Journal of Consumer Research, 12(2), 195. http://doi.org/10.1086/208508
Ernawati, & Sriwidodo, U. (2012). Faktor yang Berpengaruh Terhadap Kepuasan Konsumen dan Behavioral Intention dengan Perceived Value sebagai Variabel Moderasi. Journal Ekonomi Dan Kewirausahaan, 12(1), 47–57.
Everard, A., & Galletta, D. F. (2006). How Presentation Flaws Affect Perceived Site Quality, Trust, and Intention to Purchase from an Online Store. Journal of Management Information Systems, 22(3), 56–95. http://doi.org/10.2753/MIS0742-1222220303
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effects of store name, brand name, and price discounts on consumer evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352.
Hair, J. F., Black, W. C., & Babin, B. J. (2013). Multivariate Data Analysis: A global perspective. (7th ed.). United Kingdom: Pearson Education.
Hawes, J. ., Kenneth, E. ., & Swan, J. . (1989). Trust earning perceptions of sellers and buyers. Journal of Personal Selling and Sales Management, 9(Spring), 1–8.
Keller, K. L. (2013). Strategic Brand Management. United Kingdom: Pearson Education Limited.
Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase. International Marketing Review, 34(2), 254–271.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). London: Pearson Education Limited.
Kurniawan, E. (2016). 5 Brand Yang Menguasai Pasar Smartphone di Indonesia. Retrieved January 10, 2018, from https://selular.id/2016/08/5-brand-yang-menguasai-pasarsmartphone-di-indonesia/
Kusdyah, I. (2012). Persepsi Harga, Persepsi Merek, Persepsi Nilai, dan Keinginan Pembelian Ulang Jasa Clinic Kesehatan ( Studi Kasus Erha Clinic Surabaya ). Jurnal Manajemen Pemasaran, 7(1), 25–32. http://doi.org/10.9744/pemasaran.7.4.25-32
Latan, H., & Ghozali, I. (2012). Partial Least Squares: Konsep, Teknik dan Aplikasi SmartPLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. http://doi.org/10.1016/j.apmrv.2015.03.005
Luthfi, A. (2014). Di Indonesi, Smartphone Sudah Menjadi Kebutuhan Utama. Retrieved January 10, 2018, from
techno.okezone.com/read/2014/05/13/57/984293/di-indonesiasmartphone-sudah-menjadi-kebutuhan-utama
Mullen, J., & Thompson, M. (2016). Samsung takes $10 billion hit to end Galaxy Note 7 fiasco. Retrieved January 10, 2018, from https://money.cnn.com/2016/10/11/technology/samsung-galaxynote-7-what-next/index.html
Park, J. J., & Park, J. W. (2016). Investigating the effects of service recovery quality elements on passengers’ behavioral intention. Journal of Air Transport Management, 53, 235–241. http://doi.org/10.1016/j.jairtraman.2016.03.003
Peter, J. P., & Olson, J. . (2010). Consumer Behavior and Marketing Strategy. McGraw-Hill.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. http://doi.org/10.5465/AMR.1998.926617
Ryu, K. ., Han, H. ., & Kim, T. H. (2008). The relationship among overall quick-casual restaurant image, perceived value, customer satisfaction and behavioral intentions. International Journal of Hospitality Management, 27(3), 459–469. Retrieved from https://www.cabdirect.org/cabdirect/abstract/20083174459
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. NJ: Prentice Hall.
Xu, Y., & Shun, C. (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation. Psychology & Marketing, 20, 323–47. http://doi.org/10.1002/mar.10076
Yagci, M. I., Biswas, A., & Dutta, S. (2009). Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance. Journal of Business Research, 62(8), 768–774. http://doi.org/10.1016/j.jbusres.2008.03.005
Yousafzai, S. Y., Pallister, J. G., & Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23(11), 847–860. http://doi.org/10.1016/S0166-4972(03)00130-5