Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
MOBILE PHONE BRANDS PREFERENCES AMONG STUDENTS: COMPARATIVE STUDIES IN INDONESIA AND MALAYSIA
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
MOBILE PHONE BRANDS PREFERENCES AMONG STUDENTS: COMPARATIVE STUDIES IN INDONESIA AND MALAYSIA
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
MOBILE PHONE BRANDS PREFERENCES AMONG STUDENTS: COMPARATIVE STUDIES IN INDONESIA AND MALAYSIA
Andik, Silvia Dewi Sagita (Autor:in) / Munandar, Jono (Autor:in) / Najib, Mukhamad (Autor:in) / Rashid, Abdul (Autor:in)
30.04.2021
doi:10.17358/brcs.2.1.10
Business Review and Case Studies; Vol. 2 No. 1 (2021): BRCS, Vol 2 No 1, April 2021; 10 ; Business Review and Case Studies; Vol 2 No 1 (2021): BRCS, Vol 2 No 1, April 2021; 10 ; 2721-6926
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
DDC:
690
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