What Drives Smartphone Purchase Intention? Perspective from Technology, Price, and E-Wom as Mediators


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

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.

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