ANALYSIS OF SOCIAL INFLUENCE ROLE IN FORMING BRAND EQUITY AND INTEREST TO BUY SMARTPHONE PRODUCTS IN INDONESIA
Moch Amin Nurdin
LPPI
Abstract
In this recent telecommunication business competition, companies are competing for the customer attention. The company is trying to create more attractive gadgets, more sophisticated and more innovative features. Smart-phone is one of the most sought after gadgets by the people of Indonesia, especially in the capital, where most of them are using the gadgets for their business activities. This Thesis took 4 sample of smart-phone product as an object of the research, they are Blackberry, Samsung, Apple and HTC. The research problem submitted is to know the role of social influence in shaping brand equity and purchase intention of smart-phone, based on this basic is submitted theoretical model with 3 hypotheses to be tested by Structural Equation Model. This research samples are 174 respondents who use smart-phone in Indonesia. The analysis result of Structural Equation Model fulfills the criteria of goodness of fit index where X2 (chi-square) = 129.725, significance probability = 0.134 ( &
Keywords: Social Influence, Brand Equity and Purchase Intention
Topic: International Symposium on Social Sciences, Humanities, Education, and Religious Studies