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Journal : International Journal of Application on Economics and Business

 1 
THE IDENTIFICATION OF PURCHASE INTENTION AMONG IPHONE CUSTOMERS IN DEPOK VIEWED FROM EWOM, BRAND IMAGE, BRAND TRUST, PERCEIVED VALUE, AND BRAND PREFERENCE Ruslim, Tommy Setiawan; Nova, Nova; Herwindiati, Dyah Erny; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2354-2367

Abstract

Communication has become a kind of activities performed by human beings everyday, either directly or indirectly. Handphone as one among the communication means, was then developed into smartphone. Due to many smartphones released every year, customers are then faced with so many choices. One among the global reputable smartphone brands is Apple. Therefore, Apple sellers must be able to attract the customers’ attention and increase their purchase intention toward iPhone products, so that these products can compete with others and survive in the market. This research aimed to test the effects of EWOM, brand image, brand trust, perceived value, and brand preference on purchase intention among iPhone customers in Depok, West Java, Indonesia. This descriptive research was conducted to depict the characteristics or functions of a population. By using questionnaire distributed online and among 355 respondents filling-out, there were only 349 respondents from which the data can be processed further by using the SmartPLS-SEM software. The result of this research supported that brand image, brand trust, perceived value, and brand preference have positive and significant effects on purchase intention among iPhone customers in Depok, while EWOM does not have significant effect on purchase intention.
Co-Authors Abd. Rasyid Syamsuri Adityo Raynaldo Agustiana, Dendi M Agustina Alfanan, Azir Anam, M. Khairul Andi Wahyudi Anggraeni, Sofie Annisa Annisa Annisa Suci Ramadhani Antonio Imanda, Antonio Arif Afendi Arifin, Riski Ariyanto Nugroho Arrazy Elba Ridha Bunaiya, Riza C. Kader, Bando Amin Cecep Kusmana Christiana Sebatubun, Magdalena Priska Cokki , Cokki Dahlia Dahlia Darmawati Darmawati Diah, Muhammad Diding Nurdin, Diding Diman, Paul Dwi Ispriyanti Dyah Erny Herwindiati Erfansyah, Muhammad Evi Lorita, Evi Fatimah Zuhra Fitria, Irma Fitria, Ona Flora Ferlin Lipungan Gina, Gina Heryati, Eti Hidayat, Nenden Rostini Hikmat Pramajati Hilwa, Zaitun Iing Pamungkas Irawan, Risnadi Januar, Januar Larasati, Jesicha Fitria Lauza, Atiqa Lisa Lisa, Lisa M. Rasyidin M. Saleh Marniati Marniati, Marniati Maryaningsih, Maryaningsih Mauiza, Mauliza Mauliza, Mauliza Mawaddah Mawaddah, Mawaddah Merli, Merli Mukarlina, Mukarlina Mukhlis Mukhlis Musrizal, Musrizal Naisabur, Nanang Nirwana, Nirwana Nur Aidar Piki Setri Pernantah Prima Astuti Handayani Puji, Puji purwaka, albertus Rahma Rahma Rahmi, Ulva Raudhati, Sri Reva, Reva Rika Rika Rikardo, Yanuar Rizki Agam Syahputra Rizkina, Azka Rizwan, Rizwan Ruslandi, Ruslandi SANTOSO SANTOSO Saputra, Harius Eko Sariningsih, Marida Setiawan Setiawan Soekardi, Rodiyah Sopian sopian Sri Wahyuni Sulong, Zunaidah Suwarto Suwarto Tommy Setiawan Ruslim, Tommy Setiawan Yundari, Yundari Yusrawati Yusrawati Yusuarsono, Yusuarsono Zulfa Zakiah Zulfikar Zulfikar