Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

Abstract

This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.