ANALYSIS OF FACTORS THAT INFLUENCE PURCHASE INTENTION IN SAMSUNG SMARTPHONES

Abstract

Samsung smartphones are one of the leading smartphone brands present in Indonesia. In 2019-2023, the market share of Samsung smartphones has decreased. This is due to the large selection of smartphone products present in Indonesia and other consumer complaints that make consumers reconsider their choices. This research aims to reveal: (1) the influence of product quality on purchase intention for Samsung smartphones, (2) the influence of price perception on purchase intention for Samsung smartphones, and (3) the influence of product quality and price perception on purchase intention for Samsung smartphones. The research is quantitative research using survey techniques. The sampling technique is purposive sampling with a sample size of 105 respondents. The data was analyzed using multiple linear regression analysis with the help of SPSS version 25. The research shows that (1) product quality has a positive and significant effect on purchase intention for Samsung smartphones, (2) price perception has a positive and significant effect on purchase intention for Samsung smartphones, and (3) product quality and price perception have a positive and significant effect on purchase intention for Samsung smartphones. Based on the results of this study, the Samsung company should optimize product quality and review the pricing strategy for Samsung smartphones.