MOBILE PHONE BRANDS PREFERENCES AMONG STUDENTS: COMPARATIVE STUDIES IN INDONESIA AND MALAYSIA

Silvia Dewi Sagita Andik,Abdul Rashid,Mukhamad Najib,Jono Munandar

doi:10.17358/brcs.2.1.10

Silvia Dewi Sagita Andik, Abdul Rashid + Show 2 more

Open Access

https://doi.org/10.17358/brcs.2.1.10

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Abstract

In recent years, various brands of mobile phones have dominated Indonesia and Malaysia market. Most of them are imported from other countries, such as China, America, Europe, and South Korea which are highly competitive by offering the variety of designs and functions. To compete with other competitors, Indonesian telecommunication industry needs to focus on brand management, especially in building brand preference. The aims of this research to examine factors affecting brand preference. Questionnaire surveys have been conducted to 200 respondents in Indonesia & Malaysia. Data were analyzed by descriptive and Structural Equation Modeling Partial Least Square (SEM-PLS). SEM PLS has been conducted in order to examine the relative impact of the identified factors on brand preference. The major findings are there were differences factors affecting brand preference of mobile phone between Indonesian consumers and Malaysian consumers. Indonesian consumers are more focused on brand awareness when they have to choose mobile phone brands. On the other hands, Malaysian consumers are more focused on brand experience. Keywords: brand awareness, brand experience, brand preference, mobile phone brand, structural equation modeling

Highlights

Brand is a predictor used to establish customers’ satisfaction
The majority of respondents were in the range of US$ 67.02 to US$ 74.47 (39 percent for Indonesian consumers and 35 percent for Malaysian consumers)
The conclusions that can be drawn from the results and discussion of this present research is there is different perception of mobile phone brands between Indonesian and Malaysian consumers

Summary

Introduction

Brand is a predictor used to establish customers’ satisfaction. Brand preference is one of the strategies employed to build brand positioning (Jamal and AlMarri, 2010). Self image congruence is considered positively significant to customers’ satisfaction and brand preferences (Ekinci, 2004; Jamal and Godee, 2001). One of the antecedents of a brand image is the attributes of a product. It is the antecedent at which marketers need to notice (Roseli et al 2016; Lee and Nguyen 2017). These attributes include quality, price, and country of origin. Previous studies showed that building brand preferences is essential in order to compete in a dynamic market, in high involvement products category. One of the examples of such product category is mobile phone

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Conclusion