Understanding Indonesian millennial: The Influence of Country of Origin, Perceived Quality, and Perceived Price towards ASUS Smartphone Purchase Intention

• Main Author: Hana Kurniawati
• Other Authors: 吳斯偉
• Format: Others
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/nddzm2

碩士 === 國立臺北科技大學 === 管理國際學生碩士專班 (IMBA) === 104 === This study sought to understand the consumer behavior of millennial buyers. Millennial is a consumer group that holds high purchasing power and an early adopter of technology (Nielsen, 2014). This study tried to unfold the smartphone purchase intention of the millenials. Thus, the study is entitled the influence of country of origin effect, perceived quality, perceived price towards ASUS smartphone purchase intention. This research was conducted in Surabaya, Indonesia. The study analyzed 126 valid questionnaires using SPSS 22.00. The software delivered inferential and descriptive analysis. After the analysis, the research found that perceived quality (R = 0.498, sig. 0.000) and perceived price (R = 0.5668, sig. 0.000) have the very significant influence towards ASUS smartphone purchase intention. In the other hand, country of origin (R = 0.2, sig. 0.067) effect has no significant effect towards ASUS smartphone purchase intention.