Effect of Overall Brand Equity and Perceived Value on The Purchase Intention of Smart Home Appliances in Indonesia

Abstract

The primary purpose of smart home appliances is to improve the quality of life and comfort at home. Smart home appliance users are not just looking for functional value, but the product brand is also one of the considerations. The aims of this research to analyze impact of brand equity of smart home appliances and perceived value of the product on the purchase intention of smart home appliances specially in Indonesia. This study is done by conducting a cross-sectional survey of 430 users of smart home appliances in Indonesia. This research can help company to know the business opportunity for smart home appliances in Indonesia. Based on the research results, overall brand equity, perceived value of smart home appliance, and also brand preference of the smart home product have a significant and positive effect on purchase intention. Data processing results in this research show that the overall brand equity variable has the most significant influence from other variables. Therefore, the smart home appliance industry increases the Overall Brand Equity for smart home appliances products. However, the smart home appliances industry still needs to pay attention to the Perceived Value and product brand preference factors, which still encourage purchase intentions.