Year
2025
Abstract
Smartphones are currently a very important and necessary means of communication for the public. Two of the most popular smartphone brands are Samsung and Apple. The purpose of this study is to measure respondents' assessments of product attribute variables (quality, features, brand, design style, and support services) in purchase decisions.
This research is descriptive. It uses quantitative methods. This study examines two variables in detail, namely product attributes (X) as the independent variable and Purchase Decision (Y) as the dependent variable. The respondents in this study consisted of all consumers who currently use Samsung or Apple smartphone products, with 400 respondents for each brand.
The results of the research hypothesis test show that Apple iPhone smartphones only meet four variables, namely Brand Name, Product Feature, Product Quality, and Sales Services. Thus, the hypotheses for these four variables are accepted. However, the hypothesis for the Style Design variable is rejected. Meanwhile, the hypothesis for Samsung smartphones was accepted without exception. Therefore, the author suggests that Apple should be more innovative in terms of style design. As for Samsung, it should prioritize camera quality. This can increase public interest in these smartphone brands, prevent boredom with monotonous style designs, and provide unlimited camera functions. It also can be used as a reference for consumers regarding the specifications of smartphone product attributes, consumers in their decision-making process when purchasing a smartphone. Furthermore, it can be used as a reference for future researchers.
Keywords: Samsung, Apple, Purchase Decision, Product Attributes, Smartphone
Keywords:
Samsung, Apple, Purchase Decision, Product Attributes, Smartphone
Recommended Citation
islamiq, arumadina, "Analysis The Influence of Product Attributes On Purchase Decision in Choosing A Smartphone Apple Or Samsung." (2026). International Conference on Business and Management Research (ICBMR). 19.
https://scholarhub.ui.ac.id/icbmr/2025/1/19
Item Quisioner for Variable Attribut Product
Included in
Business Analytics Commons, Management Sciences and Quantitative Methods Commons, Marketing Commons, Other Business Commons
Analysis The Influence of Product Attributes On Purchase Decision in Choosing A Smartphone Apple Or Samsung.
Smartphones are currently a very important and necessary means of communication for the public. Two of the most popular smartphone brands are Samsung and Apple. The purpose of this study is to measure respondents' assessments of product attribute variables (quality, features, brand, design style, and support services) in purchase decisions.
This research is descriptive. It uses quantitative methods. This study examines two variables in detail, namely product attributes (X) as the independent variable and Purchase Decision (Y) as the dependent variable. The respondents in this study consisted of all consumers who currently use Samsung or Apple smartphone products, with 400 respondents for each brand.
The results of the research hypothesis test show that Apple iPhone smartphones only meet four variables, namely Brand Name, Product Feature, Product Quality, and Sales Services. Thus, the hypotheses for these four variables are accepted. However, the hypothesis for the Style Design variable is rejected. Meanwhile, the hypothesis for Samsung smartphones was accepted without exception. Therefore, the author suggests that Apple should be more innovative in terms of style design. As for Samsung, it should prioritize camera quality. This can increase public interest in these smartphone brands, prevent boredom with monotonous style designs, and provide unlimited camera functions. It also can be used as a reference for consumers regarding the specifications of smartphone product attributes, consumers in their decision-making process when purchasing a smartphone. Furthermore, it can be used as a reference for future researchers.
Keywords: Samsung, Apple, Purchase Decision, Product Attributes, Smartphone