Factors that Affect Purchase of The Smartphone

  • Aureliani Handayani Syarifuddin Universitas Pembangunan Nasional "Veteran" Jakarta
  • Tati Handayani Universitas Pembangunan Nasional "Veteran" Jakarta
  • Pusporini Pusporini Universitas Pembangunan Nasional "Veteran" Jakarta
Keywords: product factor, promotion factor, social factor, purchase decision, positioning


This study aims to determine the influence of product factors, promotional factors and social factors on purchasing decisions Asus smartphone and know how the positioning based on product quality, durability and design of Asus smartphones with competitors such as Smartphone Oppo, Lenovo, and Smartfren. The population in this research is Pondok Ranji urban village. The sample size was taken 75 respondents for each measurement method. Data collection was done through questionnaires. The analytical technique is using PLS (Partial Least Square) and MDS (Multidimensional Scaling). The results of this study indicate that the Product Factor (X1) has an insignificant effect, Promotion Factor (X2) has a significant effect and Social Factor (X3) has an insignificant effect. Then Asus's superior positioning results on Product Quality seen from the perceptual map.


Abdullah, T,. & Voila, F. (2013). Marketing management, issue 1, II. Jakarta: An Eagle.

Chawla, Us., & Sethi, I. (2014). Influence Of Culture, Social And Marketing Factors On The Buying Behavior Of Telcom Users: A Comperative StudyOf Semi-Rural, Urban And Areas In And Around Chandigarh. Journal of Marketing Management, vol. 2, no. 1. Taken back from http://www.jmm-net.com.

Ghozali, I. (2014). The Structure Equation Modeling Alternative Methods With Partial Least Squares (PLS), IV.Semarang Is Diponegoro University Publisher.

Kertamukti, R. (2015). Creative Strategy in Advertising: Message Concepts, Branding, Budget, Issue 1, Prints I.Jakarta: Rajawali.

Kinnear., Thomas,C.,&Bernhard K.L.(1990).Marketing.3 RD Edition.Kotler, P., & Keller, K.L. (2009). Marketing Management: Thirteenth Edition, Volume II (Bob Sabran, Translator).Erlangga.

Lupioyadi, R., & Hamdani, A. (2008). Marketing Management Services: Print IV.Jakarta:Salemba Empat.

Schiffman, L.G., & Kanuk, L.L. (2008). Consumer Behavior, Print IV (Zoelkifli Kasip, Translator). Jakarta: PT Index.

Setiyaningrum, A. U. (2015). Principles of Marketing: Global Marketing, Service Marketing, Green Marketing, EntrepreneurialMarketing, E-Marketing: 1st Edition. Yogyakarta: C.V Andi Offset.

Statista. (2018). Market share of smartphone vendors in Indonesia from 2014 to 2017. Retrieved from https://www.statista.com/statistics/516302/indonesia-smartphoneshipments-vendor-market-share/.

Sumarwan, U. (2011). Consumer Behavior: Theory and Its Application in Marketing, Second Edition. Bogor: Ghalia Indonesia.

Sunyoto, D. (2016). Marketing Strategy: The Concept of Winning Business Competition and Measuring the Success of Attracting Consumer Strategies. Yogyakarta: CAPS.

Terry, G.R. (2013).Principles ofManagement.

Tjiptono, F. (2008). Marketing Strategy, Issue 3. Yogyakarta: CVAndi Offset.

Tjiptono, F. (2014). Marketing Services: Principles, Applications and Research, Issue 1. Yogyakarta: CV Andi Offset.

Tjiptono, F., & Chandra, G. (2012). Strategic Marketing: Issue 2.Yogyakarta: CV Andi Offset.

Top Brand. (2014). Top Brand Index. Retrieved. Diambil kembali dari http://www.topbrand-award.com/topbrand-survey/surveyresult/top_brand_index_2014.

Top Brand. (2015). Top Brand Index. Retrieved from http://www.topbrand-award.com/topbrand-survey/surveyresult/top_brand_index_2015_fase_1

Top Brand. (2016). Top Brand Index. Retrieved from http://www.topbrandaward.com/top-brandsurvey/surveyresult/top_brand_index_2016_fase_1.

Top Brand. (2017). Top Brand Index. Retrieved from http://www.topbrandaward.com/top-brandsurvey/surveyresult/top_brand_index_2017_fase_1.

Yamin, S., & Kurniawan, H. (2009). COMPLETE SPSS: The Most Complete Statistical Analysis Technique with Software SPSS. Jakarta: Salemba Infotek.

eMarketer. (2014). 2013-2018 years of Smartphone users. Taken back from https://www.emarketer.com/Article/2 -Billion-Consumers-WorldwideSmartphones-by-2016/1011694.
How to Cite
Syarifuddin, A., Handayani, T., & Pusporini, P. (2019, April 2). Factors that Affect Purchase of The Smartphone. Journal of Economics, Business, and Government Challenges, 2(1), 86-95. https://doi.org/https://doi.org/10.33005/ebgc.v2i1.68