Analysis of Samsung Smartphone Buying Decision Determinants

Abstract

In the era of globalization, Business dynamics are characterized by a very tight competition. In the communications technology sector, the massive use of mobile devices by the millennial generation has driven the number of mobile devices used in Indonesia. Based on data, smartphone users in Indonesia in 2015 were 44.07 million, but starting in 2022, smartphone users have jumped by 89.96 million. Seeing this phenomenon, smartphone companies are increasingly eager to penetrate the smartphone product market in Indonesia. Smartphone companies are trying to create quality products with features that are expected to be able to match the needs according to the consumers’ character of Indonesia. The Samsung company ranks first regarding smartphone market share in Indonesia in 2022. Smartphone market competition is not only a matter of quality, but also the trust of its products as well as other features. In this context, the author needs to conduct a study related to the factors that determine samsung smartphone buying decisions. This study aims to examine the phenomenon of customer decisions, in terms of product quality and trust. The results showed that product quality had a positive and significant effect on customer trust. Product quality have a positive and significant effect on buying decisions. Customer trust has a positive and significant effect on buying decisions. Product quality has a significant effect on buying decisions through trust. Keywords: product quality, trust, buying decisions.