Effect of Perfectionistic and Brand Conscious on Consumer Decision-making Style of Young Adult in Batam in Mobile Phone Purchase
Realize1, Tukino2, Emil Eka Putra3
1Realize, Lecturer and Chairman, Doctor of Economics Concentrating Marketing, Quality Assurance Center Putera Batam University, Batam Kepulauan Riau, Indonesia.
2Tukino, Department of Master of Information System Management, STMIK Putera Batam, Certified Cisco CCNA Instructor Putera Batam University, Batam Kepulauan Riau, Indonesia.
3Emil Eka Putra, Department of Master of Arts Concentrating on Contemporary Literature, Putera Batam University, Batam Kepulauan Riau, Indonesia.
Manuscript received on 27 September 2019 | Revised Manuscript received on 09 November 2019 | Manuscript Published on 22 November 2019 | PP: 309-312 | Volume-8 Issue-6S3 September 2019 | Retrieval Number: F10500986S319/19©BEIESP | DOI: 10.35940/ijeat.F1050.0986S319
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Mobile phone business competition moves faster and more complex. This situation forces mobile phone manufacturers to be more creative and innovative in creating new products. Perfectionistic difference is one of the reasons consumers are willing to pay more for a brand of mobile phone products that are considered quality product. Marketing activities play a role in consumer purchasing decisions in addition to customer confidence in a product so that confidence arises in the purchasing actions taken. This research is quantitative research, a type of research with the characteristics of the problem in the form of influence relations. This study uses perfectionistic, and brand conscious as an independent variable and consumer decision-making style as a dependent variable. This study is aimed to look at the regression relationship between perfectionistic and brand conscious variable and the consumer decision making style of the young adults in Batam in purchasing mobile phone products. 393 private college students in Batam were taken as respondents by using proporsive sampling technique. The results of data analysis and hypothesis testing showed that Perfectionistic significantly influenced Consumer Decision-making Style, Brand Conscious had an influence on Consumer Decision-making Style and Perfectionistic and Brand Conscious simultaneously influenced Consumer Decision-making Style.
Keywords: Perfectionistic, Brand Conscious, Decision-Making Style, Young Adult.
Scope of the Article: Mobile and Ubiquitous Networking