Factors Influencing Purchase Intention Towards Smartphone Brands in Indonesia

Smartphones have become one of the important things needed in this era. As a result of the important usage of smartphone, many individuals have some criteria for the type of smartphones they want to buy. Some of them prefer to buy a flagship smartphone that give the users the best experience or they will buy it based on their needs which the smartphone just enough for the daily activities. In this case, there are 3 brands that has a quite good sales percentage in the ASEAN market which Oppo, Apple, and Samsung. The purpose of this research is to examine factors influencing purchase intention towards Oppo, Apple, and Samsung smartphone brands in Java Island, Indonesia. This research was done on the people living on Java Island by distributing 25 questions through questionnaire to 150 people living on Java Island. The quantitative descriptive analysis approach was utilized in this study, and the Smart PLS software was used to conduct the analysis. According to the study’s findings, marketing activity, product features, price, lifestyle, and product quality all have an effect on purchase intention towards Oppo, Apple, Samsung smartphone brands in Java Island, Indonesia. It is expected that the result gleaned from this study’s findings would assist the readers in factors influence purchase intention. Additionally, it is intended that this research would serve as a guide and reference for future reviews.