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Faqih Udin dan Jono M. Munandar Meivita Amelia
Departemen Manajemen, Fakultas Ekonomi Dan Manajemen, Institut Pertanian Bogor Jl. Agatis, Kampus IPB Dramaga, Bogor, Jawa Barat, Indonesia 16680
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Journal : Business Review and Case Studies

 1 
MOBILE PHONE BRANDS PREFERENCES AMONG STUDENTS: COMPARATIVE STUDIES IN INDONESIA AND MALAYSIA Silvia Dewi Sagita Andik; Jono Munandar; Mukhamad Najib; Abdul Rashid
Business Review and Case Studies Vol. 2 No. 1 (2021): BRCS, Vol 2 No 1, April 2021
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.2.1.10

Abstract

In recent years, various brands of mobile phones have dominated Indonesia and Malaysia market. Most of them are imported from other countries, such as China, America, Europe, and South Korea which are highly competitive by offering the variety of designs and functions. To compete with other competitors, Indonesian telecommunication industry needs to focus on brand management, especially in building brand preference. The aims of this research to examine factors affecting brand preference. Questionnaire surveys have been conducted to 200 respondents in Indonesia & Malaysia. Data were analyzed by descriptive and Structural Equation Modeling Partial Least Square (SEM-PLS). SEM PLS has been conducted in order to examine the relative impact of the identified factors on brand preference. The major findings are there were differences factors affecting brand preference of mobile phone between Indonesian consumers and Malaysian consumers. Indonesian consumers are more focused on brand awareness when they have to choose mobile phone brands. On the other hands, Malaysian consumers are more focused on brand experience. Keywords: brand awareness, brand experience, brand preference, mobile phone brand, structural equation modeling
Co-Authors Abdul Basith Abdul Kohar Irwanto Abdul Rashid Aditya Pandu Nugraha Afra Nazhirah agung setiawan Agustina Setiyawati Ahmad Khoirun Nasihin Akmalia Zahra Ambar Rukmi Dyah Kusumawardani Aminah, Mimin Amzul Rifin Anggara, Muhamad Rafi Aprilia Kusumastuti Aprilia Kusumastuti Ariansyah Ariansyah Asep Hapidin Ayu Ningsetya Mardika Riskhi Azzahra, Kamilla Azzahra, Tiara Basith, Abdul Chairunnisa, Siti Maharani Deviany Amanda Rizki Dharmawan Santoso, Dharmawan Dinda Emmy Gusti Sofhia Eka Yunita, Eka Eko Ruddy Cahyadi Eria Putri, Angghina Fauzi, Siti Ismi Diningty Fety Nurlia Muzayanah Fu Jing Yi Furqon Syarief Hidayatulloh Galura Aqila Cakra Gendut Suprayitno Gumbira Said Handayani, Nesti Hanum, Nikmah Hardiana Widyastuti Hartrisari Hardjomidjojo Hasanah, Hibatul I Ketut Suada I Made Sumertajaya Irfan Syauqi Beik JAENAL EFFENDI Jasiulewicz, Anna Joko Purwono Kartikawati, Windha Dwi Khairiyah Kamilah Komala sari, Komala Lestari, Dyah Tri Linda Fitriani Luthfi Faishal Fauzi Ma'mun Sarma Ma'mun Sarma Ma'mun Sarma Machfud Machfud Maulida, Annisaturrahmah Ma’mun Sarma Mokhamad Syaefudin Andrianto Muhammad Nur Aidi Muhammad Syamsun Muhammad Syamsun Muhammad Syamsun Muhammad Syamsun Mukhamad Najib Mukhamad Najib Munthe, Ribka Cynthia F. Musa Hubeis Nadhry Nadirman Nur Majdina Nurullah Sururi Afif Panlevi, Sandi Pratama, Fredie Putranto, Eko Aji Qital, Dari Aulia Rabbani, Ahmad Dzaki Restutiani, Meila Rosanty Reyna Nadhya Ulhaq Reza Hadim Adiwiguna Ribka Cynthia F. Munthe Ribka Cynthia Munthe Rizal , Fikri Samsu Saniatun Nurhasah Sarma, Ma’mun Sembiring, Ifan Hernata Setio Pramono Silvia Dewi Sagita Andik Siti Ismi Diningty Fauzi Slamet Budijanto Slamet, Alim Setiawan Sri Ariyanti Suherman Suherman Sukiswo Dirdjosuparto Syamsidar Syamsidar Syamsidar Syamsidar Syarifuddin Nur Tajuddin Bantacut Tjahja Muhandri Triatmoko, Cinde Ujang Sumarwan Ulhaq, Reyna Nadhya Wiwin Nurhasanah Worapishet, Thirarut Y.E. Hermawan Yani Nurhadryani Yanthi, Evy Rusmanida Yuhanna Aftika Yuningsih Zahra, Nisa Zainati Fakhrina