The Effect of Brand Image and Perceived Price on Smartphone Purchase Intention (Case Study on Samsung Brand)

Abstract

A few decades ago, the usage of Smartphone has become a new lifestyle. Customers have a complex decision
making and many factors that are possible to influence their intention to buy. Thus, in this situation, evaluate
what drives Smartphone purchase intention is important. There are many companies involved in the competition
between Smartphone brands, one of them is Samsung. Samsung is a Korean company that sells many
Smartphones, although it has competition Samsung becomes a market leader in the Smartphone business. In
brief, the researcher will examine how the influence of brand image and perceived price on Smartphone
purchases intention (Samsung case study). This study used 394 respondents who are consumers who have a
Smartphone and will buy a Smartphone. Testing data conducted by the researcher are a test of validity,
reliability, descriptive statistics, multicollinearity and multiple regression tests. The result of this study is brand
image variable has a significant influence on purchase intention. Meanwhile, the perceived price has not affect
toward purchase intention. These findings give a new insight regarding perceived price is associated with
perceived quality, especially in the case of high involvement product as well as the famous brand with a highquality
product. Therefore, the brand image considers as important to consumer purchase intention, while the
price is not.