Authors :
Istirom Handhayani; Dipa Mulia
Volume/Issue :
Volume 8 - 2023, Issue 1 - January
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/407OSEu
DOI :
https://doi.org/10.5281/zenodo.7588206
Abstract :
Despite the fact that smartphones have been
commonly used by everyone in recent years, the market
share of some smartphones is declining. The study
evaluated technology and pricing through e-wom to
suggest some improvements to improve smartphone
purchase intentions. The online survey was created and
conveyed on social media to collect data and obtained 311
respondents of smartphone users in Jabodetabek. This
research method uses quantitative methods with the
Partial Least Square (PLS) - Structural Equation
Modeling (SEM) technique with the Smart PLS 3.0
program. The results of this study reveal that technology,
price, and e-wom directly affect smartphone purchase
intentions. On the other hand, the price has a significant
effect on e-wom, but technology does not significantly
affect e-wom. The e-wom variable can mediate between
price and smartphone purchase intent, but e-wom cannot
mediate between technology and smartphone purchase
intention.
Keywords :
Technology, Price, E-Wom, Purchase Intention, Smartphone.
Despite the fact that smartphones have been
commonly used by everyone in recent years, the market
share of some smartphones is declining. The study
evaluated technology and pricing through e-wom to
suggest some improvements to improve smartphone
purchase intentions. The online survey was created and
conveyed on social media to collect data and obtained 311
respondents of smartphone users in Jabodetabek. This
research method uses quantitative methods with the
Partial Least Square (PLS) - Structural Equation
Modeling (SEM) technique with the Smart PLS 3.0
program. The results of this study reveal that technology,
price, and e-wom directly affect smartphone purchase
intentions. On the other hand, the price has a significant
effect on e-wom, but technology does not significantly
affect e-wom. The e-wom variable can mediate between
price and smartphone purchase intent, but e-wom cannot
mediate between technology and smartphone purchase
intention.
Keywords :
Technology, Price, E-Wom, Purchase Intention, Smartphone.