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Gen Z Switching Behaviour in Indonesia Smartphone Industry

Author

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  • Timotius

    (Trisakti School of Management, Jl. Kyai Tapa No.20, 11440, Jakarta, Indonesia Author-2-Name: Klemens W. Prasastyo Author-2-Workplace-Name: Trisakti School of Management, Jl. Kyai Tapa No.20, 11440, Jakarta, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - This paper investigates the effect of satisfaction, product consumption, values on the brand commitment, and switching behaviour of Gen Z in the Indonesian smartphone industry. The study focuses on the potential of this generation as a big smartphone market in Indonesia. The behaviour of Gen Z in switching its smartphone brand is also examined. Methodology/Technique - This research evaluates the relationship between variables and their mediation using the PLS-SEM approach. A total of 944 Gen Z's responses were collected through a face-to-face paper-based questionnaire from 4 capital cities of 4 provinces in Java Island. Findings - According to the results, satisfaction significantly influences brand switching. Product consumption value is essential in boosting commitment, an essential aspect that influences the switching of smartphone brands. Previous studies established that commitment mediates between product consumption values and brand switching behaviour. However, it has no mediation effect between satisfaction and brand switching behaviour. Novelty - This research provides new theoretical insight, specifically showing that Gen Z product consumption values and brand commitment could drive them to switch their smartphone brand. These two aspects mediate between product consumption value commitment and brand switching behaviour. Type of Paper - Empirical.

Suggested Citation

  • Timotius, 2020. "Gen Z Switching Behaviour in Indonesia Smartphone Industry," GATR Journals jmmr262, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr262
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    References listed on IDEAS

    as
    1. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    2. Philip Kotler & Kevin Keller & Delphine Manceau & Aurélie Hemonnet-Goujot, 2019. "Marketing Management (16e édition)," Post-Print hal-02176421, HAL.
    3. Budac Adriana-Camelia, 2015. "Next generations of consumers – challenges and opportunities for brands," Bulletin of Taras Shevchenko National University of Kyiv. Economics. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, CyberLeninka;Издательско-полиграфический центр «Киевский университет», issue 6 (171), pages 6-10.
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    More about this item

    Keywords

    Product Consumption Values; Satisfaction; Brand Commitment; Brand Switching Behaviour; Gen Z; Smartphone;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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