DETERMINATION OF SMARTPHONE PURCHASING DECISIONS THROUGH BRAND IMAGE

Abstract

Rapid technological advances have transformed the way people communicate, particularly in the fields of telecommunications and mobile devices. The increasing need for fast and accurate information is driving the growth in demand for smartphones, in line with modern consumer behaviour that prioritises practicality and efficiency in various daily activities. The purpose of this study is to determine and analyse the influence of lifestyle, celebrity endorsements, and electronic word of mouth on smartphone purchasing decisions through brand image. The population in this study was consumers who had previously purchased smartphones, with a sample of 120 respondents. The sampling technique used was nonprobability sampling with a purposive sampling method. The data used were primary data from questionnaires distributed to consumers. The analysis used in this study included convergent validity, discriminant validity, reliability, the coefficient of determination, the path coefficient (direct effect) test, the specific indirect effect (path analysis), the predictive relevance (Q2) test, and the goodness of fit test. The testing tool used was Smart PLS. The results of this study indicate that lifestyle, celebrity endorsements, and electronic word of mouth influence brand image. Lifestyle, celebrity endorsement, electronic word of mouth, and brand image variables influence purchasing decisions. Lifestyle, celebrity endorsement, and electronic word of mouth influence purchasing decisions through brand image.