Smartphone Brands Research Articles

Pengaruh Kepercayaan, Kepuasan Pelanggan, Citra Merek dan Pengalaman Pelanggan Terhadap Loyalitas: Studi Kasus pada Pengguna Iphone

This study aims to analyze trust, customer satisfaction, brand image, and experience on the loyalty of iPhone users in Purwokerto. The iPhone product is a smartphone brand produced by Apple, Inc., and is currently very popular with the public because it has an image as a top-notch mobile phone with unique features and appearances that are not owned by other brands. This study is a quantitative study with a sample of 150 respondents selected using purposive sampling techniques. The analysis tool used is multiple linear regression with the help of SPSS Version 25.00 software. The results of the study show that: 1) Trust has a significant positive effect on loyalty, 2) Customer satisfaction does not has a significant positive effect on loyalty, 3) Brand image has a significant positive effect on loyalty, and 4) Experience have a not significant positive effect on loyalty. These results indicate that trust, customer satisfaction, and brand image are important factors in increasing the loyalty of iPhone users in Purwokerto.

Marketing Strategies for Chinese Smartphone Brands to Compete with iPhone

Chinese cell phone brands face increasing competition at home and abroad, especially from the dominance of the foreign brand iPhone. The competitive pressure on these brands has intensified against the backdrop of U.S. sanctions on Chinese mobile chips. This study examines the marketing strategies of leading Chinese brands such as Huawei, Xiaomi, and OPPO to cope with this competitive landscape. The study examines how these brands have successfully entered and expanded into overseas markets through case studies and data analysis. The findings show that these brands have adopted strategies such as catering to specific consumer needs, utilizing low prices to attract consumers with limited budgets, increasing brand awareness, and exploring new international markets. Notably, Huawei’s patriotic marketing strategy brings both benefits and risks, while OPPO’s use of brand partnerships is also a noteworthy marketing approach. The study concludes that while the iPhone maintains a stable market share and loyal fan base in China, Chinese brands must adopt a differentiation strategy to avoid direct competition with Apple. This requires focusing on unique value propositions, such as superior affordability, innovative features, or tailored marketing approaches, to secure a more diverse and resilient market position.

Bridge Monitoring Using Smartphones Installed on Driving Vehicles: Oriented to Crowdsourcing Model

The acquisition of bridge frequency by using the ubiquitous ordinary passenger vehicles and smartphones in cities has attracted an increasing amount of attention. This study proposes a bridge monitoring method and develops a vehicle–bridge crowdsourcing monitoring (VBCM) platform for public participation. It takes smartphones carried by vehicles as monitoring terminals for a long-term bridge monitoring task. To validate the feasibility of available smartphone brands as a signal collector, a small shake table test is carried out and the processing scheme for the smartphone sampling data is investigated. A smartphone sensor frequency gain technique is proposed to satisfy the fusion of multisensor data in different smartphones. Furthermore, a magnetic target identification technique is proposed to pick up and extract the bridge response signal segment corresponding to the vehicle’s entering and leaving, as well as to eliminate redundant data. To this end, the network of multiple smartphones is synchronized. For the sake of applicability and feasibility, a series of scaled experiments are conducted in the laboratory considering an adapted toy car driving over a simply supported steel bridge. The results demonstrated the practicality of the proposed methodology. The combination of easily accessible smartphones oriented to a crowdsourcing model and a driving vehicle lowers the threshold for the bridge monitoring process, which also pinpoints a potential for future structural health monitoring development.

BRAND IMAGE, PRICE, AND PROMOTION: HOW DO THEY AFFECT SAMSUNG SMARTPHONE PURCHASE DECISIONS

This study seeks to analyze how brand image, price, and promotion impact the buying choices of SAMSUNG brand smartphones among students at the Faculty of Economics and Business, Wijaya Kusuma University Surabaya. The target group for this research includes students enrolled in the Faculty of Economics and Business at Wijaya Kusuma University in Surabaya. The sample characteristics include FEB UWKS students who have purchased and used SAMSUNG brand smartphones. The number of respondents in the sample was 96. The findings from the analysis of multiple linear regression and hypothesis testing using t-tests reveal that factors such as brand image, price, and promotion have a strong and favorable impact on the purchasing choices of SAMSUNG brand smartphones among students studying at the Faculty of Economics and Business in Wijaya Kusuma University, Surabaya. To improve consumer purchasing decisions, companies are expected to: (1) Enhance brand image by building a reputable company, increasing consumer satisfaction, and improving product quality; (2) Set more affordable prices that align with quality and benefits and maintain competitiveness; and (3) Conduct promotions that: (a) Utilize various promotional media and (b) Convey clear, interesting, and easy-to-understand messages.

How differently do cognitive and affective country image affect brand loyalty

Purpose This paper aims to examine how differently cognitive and affective country image affects brand loyalty of smartphone brands from two developed countries in Vietnam and how product image mediates these effects. Design/methodology/approach This research used the cross-sectional design. Data was collected via questionnaires and 517 responses were left after refining. The confirmatory factor analysis and structural equation modeling were applied to analyze the collected data. Findings The effects of the cognitive country image on brand loyalty are totally transmitted through product image. The effects of affective country image on brand loyalty are divided into direct and indirect effects transmitted through product image. Research limitations/implications Affective country image and product image have complementary effects, whereas cognitive country image and product image have substituting effects on brand loyalty. Practical implications International companies from countries with unfavorable country images should concentrate more on improving their product images to improve brand loyalty in foreign markets. Originality/value The findings support previous studies, which have shown that cognitive and affective country images are distinctive dimensions of country image and affect consumer cognition and responses toward products/brands through different mechanisms.

Exploring the theory of consumer-engagement marketing: antecedents and consequences of consumers’ participative and engagement behaviours

ABSTRACT This study develops a comprehensive framework based on the theory of consumer engagement marketing. It examines the role of brand-initiated social media marketing (SMM) efforts—specifically entertainment, customisation, interactivity, and trendiness—in encouraging consumers to voluntarily contribute on social media platforms. These contributions are reflected in consumer-to-brand and consumer-to-consumer interactions, which, in turn, influence consumer engagement and online search behaviour. A theoretical model was developed and tested using survey data from 388 consumers experienced in visiting smartphone brand pages in Egypt. The data was analysed using partial least squares structural equation modelling (PLS-SEM). Findings indicate that SMM elements such as entertainment, customisation, and interactivity significantly drive consumer-to-consumer and consumer-to-brand interactions, which subsequently lead to increased consumer engagement and online search behaviour. Notably, consumer engagement behaviour fully mediates the impact of consumer-to-consumer interaction on online search behaviour. The study offers important theoretical insights and managerial implications for brands aiming to enhance consumer engagement through social media strategies.

THE INFLUENCE OF PRICE PERCEPTION, BRAND IMAGE, AND PRODUCT QUALITY ON BUYING INTEREST IN IPHONE SMARTPHONE PRODUCTS (A STUDY ON CONSUMERS IN SIDOARJO)

General Background: The rapid advancement of technology has significantly impacted consumer purchasing decisions, particularly in selecting smartphones. Consumers often consider factors like brand image, price perception, and product quality when choosing products. Specific Background: Among the vast range of smartphone options available, iPhone is a prominent choice, but the specific factors driving consumer interest in iPhone products, particularly in Sidoarjo, remain underexplored. Knowledge Gap: While much research has focused on general smartphone buying behavior, limited attention has been given to the specific interplay between price perception, brand image, and product quality in influencing buying interest for iPhones in regional markets like Sidoarjo. Aims: This study aims to examine the impact of price perception, brand image, and product quality on consumer buying interest in iPhone products in Sidoarjo, using Structural Equation Modeling (SEM) and Partial Least Squares (PLS) analysis. Results: From a sample of 110 respondents, the findings reveal that price perception, brand image, and product quality all have a significant positive effect on consumer buying interest. The R-square value of 0.700 suggests that 70% of the variation in buying interest is explained by these three variables. Novelty: This study provides novel insights into the Sidoarjo market, demonstrating that these factors substantially drive iPhone purchase interest, with brand reputation and perceived product quality playing key roles. Implications: The results highlight the importance of enhancing brand image and maintaining high product quality to increase consumer interest, which could inform marketing strategies for smartphone brands targeting regional markets like Sidoarjo. Future studies could explore additional variables influencing buying interest, given that 30% of the variation remains unexplained by the current model.

The Effect of Marketing Mix on Decisions to Purchase Oppo Brand Smartphones at Plaza Simpur Center in Bandar Lampung

Purpose: This study aims to determine how the marketing mix influences consumers' decisions to purchase Oppo smartphones at Plaza Simpur Center in Bandar Lampung. Methodology: A proportional random sampling method was used to select 100 customer respondents. This study employs a quantitative methodology, involving the selection of a specific area for investigation and the collection of data through documents, interviews, and questionnaires. Results: The marketing mix has a significant impact on consumers' decisions to buy Oppo smartphones at Plaza Simpur Center in Bandar Lampung. Limitations: The study focuses solely on Oppo, a well-known smartphone brand, and does not examine the effects of increased marketing on other competing brands or in other shopping centers. Contribution: The study's findings provide valuable insights for marketers and marketing firms in developing effective marketing mix strategies for sales in Lampung province.

Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users.

This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages-Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually. The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention. The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention.

Utilizing Apache Jena Fuseki for Ontology-Based Smartphone Knowledge Representation

Background: Smartphones are a fundamental require for everybody since smartphones can offer assistance someone's work through different highlights and certain innovation contained within the smartphone. Some people's need for information about smartphones makes people confused in choosing smartphone products because there are many smartphone brands available on the market, as a result, many people still buy smartphones that do not suit their needs and preferences. That is why ontology-based knowledge representation is becoming increasingly important in the field of smartphone technology to improve data organization, data retrieval, and interoperability. Objective: This research aims to develop a smartphone ontology using the Apache Jena Fuseki server which functions as a data collection tool and facilitates knowledge management about smartphones. Methods: This ontology was built using the methontology method, namely an ontology development method that is superior in providing a detailed description of each required activity. This smartphone ontology was developed using the Protégé 5.5.0 application which consists of 4 classes, 9 object properties, 15 data properties, and 92 individuals. Results: The research results show that the ontology built can help users search for smartphones that suit their criteria and needs. This research also succeeded in developing an android and semantic web-based application that allows users to search for smartphones more easily and efficiently, strengthening the benefits of the developed ontology in supporting smartphone purchasing decisions. Conclusion: The contribution of this research is to help customers, by providing recommendation the smartphone that best meets the requirements or best fits the given knowledge representation.

Brand and Country of Origin Towards Consumer Attitudes in Choosing Smartphones

As technology advances, smartphone devices become a fascinating topic for conversation. The growth of multiple smartphone brands as choices appears to be inextricably linked to the relevance of customer attitudes in deciding which smartphone to use. The growth of multiple smartphone brands as choices appears to be inextricably linked to the relevance of customer attitudes in deciding which smartphone to use. Furthermore, when choosing a smartphone, shoppers consider the product's nation of origin. This study uses a quantitative approach method. Involving the 100-person Dumai City community. The findings of the partial analysis indicate that brands have a positive and significant effect on consumer attitudes and country of origin variables have a positive but not significant effect on consumer attitudes. Brand and country of origin together have a positive and significant effect on consumer attitudes in the Dumai City community. The result of the Determination Coefficient is 21.3%, with the remaining 78.7% impacted by other variables.

How Brand Engagement Shapes Brand Equity: Insights from Smartphone Users with Brand Love as a Mediator

Samsung is one of the major smartphone brands in Indonesia. However, Samsung's brand index has been experiencing a downward trend from 2020 to 2024. The total brand index for Samsung has declined by 13.8% over the past five years. Currently, consumer preferences in purchasing smartphones heavily depend on brand strength, necessitating that this research is complemented with appropriate marketing communication strategies. Therefore, the purpose of this research is to determine the extent of the influence of Brand Engagement on Brand Equity through Brand Love in high-end Samsung smartphones in Indonesia. This research is a quantitative study with descriptive and causal analysis. The purposive sampling method applied in this study resulted in data from 275 individuals who have been high-end Samsung smartphone users in the last three months. This research utilizes the PLS-SEM analysis method. The findings of this investigation reveal a significant and positive influence, both directly and indirectly, of the variables brand engagement and brand love on brand equity. Future research could use the same object but in different regions and consider adding other variables that could enhance brand equity, such as brand experience.

Optimizing Online Channels: Exploring the Interplay of E-Commerce in Customer Journey of Smartphone & Gadget Retail

The rise of e-commerce has transformed the global retail industry, including the smartphone and gadget sector. In Indonesia, while online shopping has become more popular due to its convenience, smartphone brands still face challenges. Despite the growth of online platforms, many customers prefer shopping in physical stores, especially after the pandemic. This research aims to understand what drives consumers to shop online for smartphones and gadgets, and to offer insights and strategies for both smartphone manufacturers and e-commerce platforms to boost their online presence and attract more customers. The study addresses key questions about consumer behavior: What motivates people to buy smartphones and gadgets online rather than in-store? How do they perceive their online shopping experience, and what factors affect their satisfaction? What obstacles do they face when shopping online, and how do they overcome them? How do they react to personalized marketing and recommendations? And what drives their loyalty and repeat purchases in the online market? By using the Customer Decision Journey, Marketing Technology, and Porter’s Five Forces analysis, the research identifies important factors like delivery, promotions, store information, and ease of finding product details. The study will provide actionable business solutions and recommendations to help smartphone manufacturers and e-commerce platforms tackle challenges and improve their online market strategies.

The Effect of Hedonic Value, and Utilitarian Value Toward Purchase Intention With Attitude as Mediation

Purchase intention is very important in knowing the behavioral intentions of consumers who are conscious in purchasing an item, especially iphone brand smartphone products. as for some studies that have mentioned the factors that influence a person's purchase intention, namely: Brand image, hedonic value and utilitarian value, attitude. The purpose of this study was to examine the effect of hedonic value and utilitarian value, attitude towards Purchase Intention. The sampling technique in this study used purposive sampling, the sample used was 50 respondents. The analytical tool used in this research is SEM PLS. The results of this study Hedonic value affects attitude, utilitarian value affects attitude, there is a significant effect of hedonic value and utilitarian value on purchase intention. Attitude is able to mediate the influence of hedonic value utilitarian value on purchase intention.

The Influence of Reference Groups, Lifestyle, and Brand Image on Purchasing Decisions for Samsung Brand Smartphones (Study on Undergraduate Students of Management, Faculty of Economic and Business, Udayana University)

The Influence of Reference Groups, Lifestyle, and Brand Image on Purchasing Decisions for Samsung Brand Smartphones (Study on Undergraduate Students of Management, Faculty of Economic and Business, Udayana University)

Penerapan Algoritma K-Means Clustering Dalam Mengelompokkan Smartphone Yang Rekomendasi Berdasarkan Spesifikasi

Various types of smartphones come with different prices and specifications, causing sellers to sometimes struggle with providing recommendations to consumers who want to buy a smartphone that meets their desired specifications and price range. This challenge arises because it is difficult for sellers to remember the specifications of each smartphone for sale. K-Means Clustering aims to group existing specification data into several clusters, where the data in each cluster share similar characteristics. By forming these smartphone groups, it becomes easier for sellers to recommend appropriate smartphones to customers. The research results show that various smartphone brands are categorized into three groups: the Recommended Group, which includes 225 items; the Most Recommended Group, which includes 98 items; and the Less Recommended Group, which includes 27 items. This clustering is expected to help sellers easily increase the stock of recommended smartphones according to consumer needs in terms of price and specifications.

The Influence of Product Differentiation and Reference Groups on Xiaomi Smartphone Purchasing Decisions

Various smartphone brands with varying prices and specifications continue to emerge and develop in society. This study aims to determine the effect caused by product differentiation and reference groups on consumer purchasing decisions. This research is a quantitative research with product differentiation and reference groups as independent variables and consumer purchasing decisions as dependent variables. This study uses questionnaire data collection techniques and obtained 68 respondents, namely students of D-IV Marketing Management Study Department of Business Administration Malang State Polytechnic who use Xiaomi smartphones. Data analysis used was multiple linear regressions. The results show that partially product differentiation variables have a positive and significant effect on purchasing decisions, besides that the reference group variables also have a positive and significant effect on purchasing decisions. So from that it can be concluded that differentiation and reference groups can influence consumer purchasing decisions by increasing the superiority and value of the product and increasing the company's image to attract consumer attention.

Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City

Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City

Study of Factors involved in smartphone brand preferences in Delhi NCR

Smartphone usage is rapidly increasing in today's society due to their diverse functionalities, effectively serving as portable substitutes for laptops, while also offering calling capabilities. We conducted a study to explore consumer preferences regarding smartphones in the Delhi NCR regions.This study delves into the factors driving smartphone brand preferences among young consumers in Delhi and the National Capital Region (NCR). Through this study we investigated user familiarity with smartphones, brand preferences, and the key factors influencing purchasing decisions. Additionally, we delved into consumer preferences regarding smartphone specifications such as design, multimedia features, operating platform, and price points. This research, encompassing 26 including both students and working individuals, employs various statistical tests like correlation and cross-tabulation. The findings from this study are expected to provide valuable guidance for smartphone companies in developing marketing strategies tailored to meet consumer preferences. Keywords: stress, students, stress management.

Unveiling Smartphone Brand Switching: Insights from Consumer Behavior Analysis

Unveiling Smartphone Brand Switching: Insights from Consumer Behavior Analysis