DETERMINANTS AFFECTING CONSUMERS ON BUYING DECISIONS SAMSUNG GALAXY SMARTPHONES IN THE CITY OF BANDAR LAMPUNG
Keywords:
smartphones, samsung, decision, consumerAbstract
Consumer purchasing decisions for Samsung Galaxy smartphones are influenced by various factors such as product quality, brand, price, features, and promotions. Research on the determinants that influence consumer purchasing decisions for Samsung Galaxy smartphones in Bandar Lampung City is very important to do in order to assist manufacturers in developing appropriate and effective marketing strategies. The quality of the products owned by the Samsung Galaxy smartphone is very good, starting from the design, speakers and screen design which uses a super AMOLED panel with an elegant and also thin design so that it is easy to hold, even other brands such as Oppo and Vivo also rely on super AMOLED panels made by Samsung. . From this explanation, it can be interpreted that the product quality of the Samsung galaxy smartphone is very good and is not only ogled by consumers but also ogled by other manufacturers. The city of Bandar Lampung is a city whose residents already use smartphones of various brands. The average smartphone user is from the age of 15 and over, where the population aged 15 and over in Lampung airports in 2021 is 510,483 people based on data from the Lampung Province BPS. Therefore, research conducted in Bandar Lampung City with a focus on Samsung Galaxy smartphones has important value for understanding consumer preferences in the region. In this research, An analysis will be carried out to identify the factors that influence consumer purchasing decisions for Samsung Galaxy smartphones in the city of Bandar Lampung. This research is expected to contribute to decision makers in the technology and communications industry, as well as provide a reference for further research in this field.
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