Determining Factors on the Repurchase Decision on Low End Smartphones in Asia Pacific Regions: An Indonesian Case

Authors

  • Rianmahardhika Sahid Budiharseno Dong-A University, Bumin-dong, Busan, South Korea

DOI:

https://doi.org/10.36941/ajis-2021-0106

Keywords:

experiential value, brand image, low-end product, pricing strategy, perceived value, purchasing decision

Abstract

Nowadays, consumers are more aware regarding their decision to purchase a product, either for short-term or long-term use. There are several factors that lead the desire to repurchase in consumer perspective. This study tried to investigate the factors of price, experiential value, brand name, e-WOM, perceived value and perceived brand image as some variables deemed to have significant influences on the consumer repurchase behavior. This analysis uses quantitative analysis through AMOS analysis within 310 datasets to execute the hypothesis. The results of this research are defined that the price discount did not affect both on perceived brand image and value. The hypotheses testing showed that experiential value, brand name, e-WOM, perceived value and perceived brand image have significant effects on the consumer repurchase behavior. The practical implications posed that the growth of micro-financial companies which provided low down payment and long instalment without any discount offered are well accepted by consumer. The results of this study can be used as a direction for further study.

 

Received: 4 March 2021 / Accepted: 6 May 2021 / Published: 8 July 2021

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Published

2021-07-08

How to Cite

Budiharseno, R. S. . (2021). Determining Factors on the Repurchase Decision on Low End Smartphones in Asia Pacific Regions: An Indonesian Case. Academic Journal of Interdisciplinary Studies, 10(4), 154. https://doi.org/10.36941/ajis-2021-0106

Issue

Section

Research Articles