Telaah Bisnis
Vol 14, No 2 (2013): Desember 2013

Peranan Atribut Ekstrinsik Merek terhadap Minat Beli Konsumen Smartphone Blackberry

Anas Hidayat (Fakultas Ekonomi Universitas Islam Indonesia)
Lhia Dwi Agustin (Fakultas Ekonomi Universitas Islam Indonesia)



Article Info

Publish Date
24 Jun 2016

Abstract

 Abstract This research aims to examine the role of brand preference, luxury brand perception and country of origin in influencing consumers to buy Blackberry smarthphone, as well as to examine the role of country of origin in influencing luxury brand perception. The population of this research are students in economics faculty of Indonesia Islamic University, and the sample used is 250 respondent. This research was found that the most devotee of blackberry smartphone is women, with 53,6%, aged between 18-23 years old, with a pocket money between Rp1.000.000-Rp2.000.000 monthly and expenditure of Rp500.000-Rp1.499.999 monthly. By using Structural Equation Modeling, the results show that there are positive and significant impact on the country of origin to the purchase intention, positive and significant impact on the country of origin to luxury brand perception, positive and significant impact on the luxury brand perception to purchase intention and positive and significant impact on the brand preference to purchase intention of blackberry smartphone’s consumer in economics faculty of Indonesia Islamic University.

Copyrights © 2016






Journal Info

Abbrev

tb

Publisher

Subject

Economics, Econometrics & Finance

Description

TELAAH BISNIS is a scientific journal published by Sekolah Tinggi Ilmu Manajemen (STIM) YKPN Yogyakarta, for the purpose of information media which examines issues relating to the management, accounting, business and the general ...