INFLUENCE OF SAMSUNG MARKETING TOOLS TO SMARTPHONE PURCHASE INTENTION OF MANADO YOUTH PEOPLE

ABSTRACT: Smartphone  has  been  quite  a  phenomenon  especially  in  Manado  city  when  finding  people  own  more than one is easy. There are so many company involves in Smartphone market one of them is Samsung a Korean company who has been selling many Smartphone despite of a raging battle of competitions, this has become a questions  for  many  people.  The  purpose  of  this  research  is  to  find  out  how  Samsung  influence  the  purchase intentions  of  a  young  people  the  most  fertile  segment  in  gadget  market  through  their  marketing  effort  of Advertising, Price, and Brand. A causal research design taking a survey approach was used. The population of this study consisted of students of FEB UNSRAT since this research target for Manado youth people, University was chosen as it is abundant  with  youth people. Questionnaire  was used to select  a sample of 105 students of FEB  UNSRAT.  The  result  and  conclusions  of  research  is  all  of  the  variables  are  significantly  influence  the Purchase  Intention  and  the  most  influential  is  Brand  followed  by  Price  and  Advertising.  Therefore,  the management of Samsung should maintain and improved their Brand through a better marketing effort.   

Keywords: advertising, price, brand, purchase intentions

Author: Giovanny Guruh Manoa

Jounal Code: jpmanajemengg140120

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