Pengaruh estetika, kesadaran merek, dan persepsi nilai terhadap niat pembelian smartphone di Jakarta
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Abstract
The smartphone industry in Indonesia shows a weak market until the 1st quarter of 2023. Every company is trying to increase consumer purchasing intentions by paying attention to various aspects. This research aims to determine the influence of aesthetics, brand awareness, and perceived value on smartphone consumers' purchase intentions. The sample used in this research was 179 smartphone consumers in Jakarta. The sampling technique used was purposive sampling with the criteria of smartphone users in Jakarta. The data collection technique used was distributing questionnaires. The analysis method used in this research is PLS-SEM. The results of this research indicate that brand awareness and perceived emotional value have a significant influence on purchase intention. Meanwhile, aesthetics, perceived social value, and perceived functional value do not have a significant influence on purchase intentions. Brand awareness is the main cause of increasing purchase intentions in the smartphone industry. Brand awareness of a particular smartphone will enable someone to want to buy it. A smartphone brand that can have emotional value for users can cause consumers to have purchase intentions.
Industri smartphone di Indonesia menunjukkan pasar yang lemah hingga kuartal 1 tahun 2023. Setiap perusahaan berusaha untuk meningkatkan niat pembelian konsumen dengan memperhatikan berbagai aspek. Tujuan dari penelitian ini adalah mengetahui pengaruh estetika, kesadaran merek, dan persepsi nilai terhadap niat pembelian konsumen smartphone. Sampel yang digunakan dalam penelitian ini sebanyak 179 konsumen smartphone di Jakarta. Teknik pengambilan sampel yang digunakan, yaitu purposive sampling dengan kriteria pengguna smartphone di Jakarta. Teknik pengambilan data yang digunakan, yaitu penyebaran kuesioner. Metode analisis yang dilakukan penelitian ini, yaitu PLS-SEM. Hasil penelitian ini menunjukkan bahwa kesadaran merek dan persepsi nilai emosi memiliki pengaruh yang positif terhadap niat pembelian. Sedangkan estetika, persepsi nilai sosial, dan persepsi nilai fungsi tidak memiliki pengaruh terhadap niat pembelian. Kesadaran merek menjadi penyebab utama dalam meningkatkan niat pembelian di industri smartphone. Kesadaran merek akan smartphone tertentu, akan memungkinkan seseorang untuk mau membeli. Suatu merek smartphone yang dapat memiliki nilai emosi pada pengguna dapat menyebabkan konsumen memiliki niat pembelian.
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