Milka Thesis Done Edited

8/13/2019 Milka Thesis Done Edited

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CHAPTER 1

INTRODUCTION

This chapter contains background of research, research problem, research

objective and research usefulness. Research background describes about the

research problems and why the problems are needed and important to be

researched. Research problem shows the problems that are questioned and

investigated on this study. Research objectives are things that would be achieved

through the research process. Research usefulness explains about practical and

theoretical benefits that can be used as reference for other researchers.

1.1 Background

The current technology in Indonesia is developing rapidly and

dynamically. The development of technology has changed the needs and wants of

people. The improvement of technology helped to create new product to meet

peoples needs and wants and to make the activities of people easier for example!

personal computer "#$% and mobile phone. &owadays the needs for

communication is very high, people need the easiest way to communicate with

each other regardless of time and place. That is why today, mobile phones have

become the primary needs of each person. 'bout () years ago, mobile phone was

a costly item, even people considered it as the represent social status of the owner.

*ut this time, it was not strange anymore to see people using mobile phones

everywhere.


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+obile users are increasing rapidly every year and the users come from

diverse backgrounds, no longer dominated by those who have much money as it

used to. Ranging from office workers, housewives to students, from adults to

children, can carry their own mobile phones, they use it anytime and anywhere

and it becomes their needs in doing activities. ata from the $isco -&I orecast,

in /0((, there were /)0 million purchases of mobile phones and tablet computers

in Indonesia. In just one year, according to the research from $isco, mobile phone

owners in Indonesia increased by )0 million to 100 million users. This growth is

expected to continue to grow through /0(2 to 120 million mobile phone. *ecause

of the needs and wants from people, all the mobile phone industries local and

International are trying to fulfill the needs by compete to make a good quality

mobile phone that consist of so many useful features and with affordable price.

The market share of the local mobile phone brand "made in $hina% in

Indonesia has been able to sei3e portions of nearly 10 4 of the vendors that used

to ruled the gadget market in Indonesia, including &okia, 56, 7amsung,

*lackberry, and 7ony. 8ith cheaper price, plus the packaging of products that

have similar feature to top mobile9phone, makes $hina9made mobile phones an

attractive choice for the majority of Indonesian consumers and also for people in

+anado. 'lthough the quality of materials and the :smartness; of the mobile

phones cannot beat the top class mobile9phones, but with additional features such

as double simcard and analog T-, +ade9in9$hina mobile phones is very attractive

to people who had a minimum budget.


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'ctually, $hina


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people with different background about their intention to purchase $hineses

mobile phone product. *ased on that problem, this research is titled= :The Impact

of $onsumer #erception and *rand Bxperience on #urchase Intention of $hinese

+obile #hone in +anado ;.

1.2. Research Proble

*ased on the background, the problem statements in this research are=

(. >ow do consumer perception and brand experience affect purchase

intention of $hinese mobile phone in +anadoE

/. 8hich consumer perception and brand experience that has the most

significant effect on purchase intention of $hinese mobile phone in

+anadoE

1.!. Research Ob"ec#$%e

The Cbjectives of this research are=

(. To analy3e the effect of consumer perception and brand experience on

purchase intention of $hinese mobile phone in +anado simultaneously

/. To identify which of consumer perception and brand experience that has

the most significant effects on purchase intention of $hinese mobile phone

in +anado.


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1.& Research Use'ulness

This part describes the practical and theoretical benefits.

(. #ractical benefit= to provide information especially for supplier and seller

of $hinese mobile phone about the perception and the experience of

people in +anado using $hinese mobile phone.

/. Theoretical benefits= to understand and extend knowledge about consumer

perception and brand experience and purchase Intention of $hinese mobile

phone in +anado.


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CHAPTER II

THEORETICA( )RA*E+OR,

In this chapter, researcher focuses on various relevant literatures that

explain the concept of $onsumer #erception and $onsumer *rand Bxperience as

well as #urchase Intention. This chapter contains theories about consumer

behavior, consumer perception, brand experience, purchase intention and previous

research. Bach theory will describe about all variables on the study and

foundations of the study.

2.1 Consuer Beha%$or

*usinesses need to figure out their consumers to develop products and

marketing that appeal to their target audience. #eople have different taste and

perspective upon certain products and the perspective can be either positive or

negative. $onsumer behavior is the study of how things like thoughts, culture and

motivations impact how and why people buy products and services. The study of

consumer behavior is needed and important for sellers to recogni3e the following

actions that will be taken by consumers. +any things have been done by sellers to

figure out about consumer behavior but the things that cannot be deny that the

behavior of people regularly changes. ?nowing the behavior of people can be

easily understood by figuring out the definition of consumer behavior and its

theories, Reid and *ojanic "/00F% defined that,


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Consumer behavior is the study of how an individuals thoughts, feelings,

attitudes, opinions and patterns of behavior affect what he buys, when he

buys, why he buys, and how he uses the product or service he purchases.

#urchasing decision from the consumers based on the various

considerations between one to another where the chosen9product or service is

what the customers comfort with. :*esides, consumer behavior can be affected by

a skillful marketing due to this kind of marketing can enhance motivation and

even behavior if products and services with very attractive designs on it can

persuade people to do action,; as stated by 7olomon "/0((=1G%. Then, Reid and

*ojanic "/0(0=H2% added that there are two factors that influence consumer

behavior that are external factor and internal factor. Bxternal actor such as

$ulture, socioeconomic level and, social and belonging needs really influence

people to determine their behavior in making decision to do something. 8hile

esteem needs, experience, personality and self9image, and safety needs are the

example of internal factor.

5earning more about consumer behavior, &oel "/00F=//% describes model

of consumer behavior that discuss about the factors that influence consumer

behavior. 's consumers go through their day, buying, using, and disposing of

companies offerings, there are several factors that can impact on consumer

behavior. These factors can be grouped into three conceptual domains=

(. Bxternal influences

/. Internal processes "including consumer decision making%

1. #ost9decision processes


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people to use their products or services. *eside what companies do to get

information of consumers, consumers have their own natural skill that is to do

some search to collect information, preferences, do communication and finally

having choices of products of services. 8hen consumers curious about something

they do not know yet, they do some efforts to get to know to the products they

curious about that it will affect to perception, cognition, affects, beliefs of

consumers about the products.

2.2 Consuer Perce-#$on

$onsumer behavior is the study of why, when, and how. $onsumer

behavior is that rational behavior that consumer shows toward products while

buying. $onsumer behavior is the mixture of psychological, social, economical,

and social anthropological situations and environment.

>ow human recogni3e and interpret stimuli known as #erception.

$onsumers perception of quality is a measured essential determinant of product

choice "Aenithal, (FHH% In other words perception is the first impression that

individual draw and on the basis of it select, and interpret information to form a

meaningful picture of the world "+unnukka, /00H%. Thats why it is believed that

consumer perception influence customer level of satisfaction and so their buying

and usage decisions. $onsumer usage and buying of any product largely depend

upon their perception about the product. #erception develops through how

effectively product has been marketed. $ustomer attention and positive

impression on customers mind becoming the most important factors that firms

are focusing on and put their best efforts in marketing in order to get both main


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factors, and also by the color, shape, and taste of the product consumer perception

can be identified.

2.! Brand E-er$ence

*rand experience has recently been defined in the marketing literature as

the sensations, feelings, cognitions, and behavioral responses evoked by brand9

related stimuli that are part of a brands design and identity, packaging,

communications, and environments "*rakus et al. /00F%. *rand experience has

been shown to have a significant effect on consumer perceptions of the brand and

purchasing decisions "*rakus et al. /00F%. *rand experience is all the interactions

people have with a product, service, or organi3ation! the raw material of a brand

"&eumeier. /00)%.

$onsumers may experience brands by coming in contact with them

through a number of mediums, including the internet "$hattopadhyay and 5aborie

/00)%. *rand experiences entail a wide range of behaviors including search,

shopping, consumption, and when consumers examine and evaluate products

"*rakus et al. /00F%. Two consequences of brand experience= word9of9mouth and

brand preference. 8ord9of9mouth is the informal advice about brand which

spread among customers. It is often based on customer satisfaction "8oodal,

/001% and, therefore, it may be positive or negative encouraging or discouraging

the brand choice "Bast et al. /00H%. Instead, brand preference is a measure of

customers brand choices and, consequently, of the brands strategies

effectiveness, in terms of competitive outcome "e.g. brands market share in the


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product category%. It is pertinent that companies explore new technologies for

creating meaningful brand experiences "$hattopadhyay and 5aborie /00)%.

2.& Purchase In#en#$on

Intent to purchase is a kind of decision in which studied why a customer

purchases a brand in particular. $onstructs like considering something purchasing

a brand and anticipating to purchase a brand aids to scope the intentions of

purchasing "#orter, (F2G%. #orter "(F2G% also elaborated customers intention to

purchase a focused brand is not merely by his same brand attitude, but also by his

attitudes leading to other brands in choice of set considered. 7choen *achler

"/00G% explained a type of loyal customer, whose purchase decision is insensitive

to pricing and the show their loyalty by suggesting positive recommendations to

firm and even investing money in the brand which show their extreme trust in the

brand. #orter "(F2G% explained that customers buying behavior also depend on the

level of existing competition in the industry. 8ang "/00G% told that people of

$hina who have affordability expensive imported branded items of clothing, they

are becoming receptive in large number to fashionable styles internationally and

demand for imported brand products increasing due to variations in behavior of

the consumer as well as growing purchasing power. 'ccording to Rajagopal

"/00% under these circumstances, customers must depend merely on extrinsic

attributes of the product. 7overeignty of the consumer rely on saving decisions

which want that the individual effectively finds income view of current and future

consumptions "Redmond, /000%. To do so consumers should obey their practices

in the past for the products in particular type "e.g. brand loyalty or habitual


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buying% in formation of the decision for the purchase of the product "Terrell,

/00/%. 'ccording to 7proles and ?endall "(FH%, a consumers decision making

style is :a mental orientation characteri3ing a consumers approach to making

choices;.

2./ Pre%$ous Researches

7everal literatures are used in supporting this study. They provide the

grand concept and link between the previous researches and this research.This

research used qualitative research as the method. Jualitative research can acquire

more in9depth information about problem area and explaining more about

research questions. The research also used library research for getting reliable and

valid information from different sources.

Table 2.1 ($#era#ure Re%$e0

Au#hor T$#le ears ar$ableNuber o'

3a-leAnal4s$s Conclus$on

+uhamm

ad Irfan

Tariq,

+uhamm

ad Rafay

&awa3,

+uhamm

ad

+usarrat

&awa3,

>ashim

'wais

*utt

$ustomer

#erceptions

about

*randing and

#urchase

Intention=

' 7tudy of

+$6 in anBmerging

+arket

/0(1 $ustomer

#erception

#urchase

Intention

*randing

1/

individuals

Juantitati

ve

Research

'ccording to them

brand image can be

influenced by the

advertisement. The

above survey shows

that there is a

moderate significant

relationship betweenbrand

image and purchase

intention, the reason

of the moderate

relationship is the

promotion factor.

'dvertisement is the

major mode of

promotion but the

companies are

making adds ignoring


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the socialissues of the people.

The element of

reliability and

attractiveness in their

ads are very low.

$ompanies can

drag the brand image

to the desired level by

making the promotion

process more

effective such as

inducing

more celebrity

endorsement in an

appropriate way to

capture the purchase

intention of the

customers for the

purpose to imprint the

brand related

knowledge to thecustomers mind and

shift their feelings on

the brand

7iti &or

*ayaah

'hmad

&urita

Kuhdi

$onsumers

perception

and purchase

intentions

towards

organic food

products=

exploring theattitude

among

malaysian

consumers.

/002 $onsumer

s

perception

#urchase

Intentions

(22

respondents

'nova

and

$orrelatio

n 'nalysis

8hen consumer

decided whether to

buy organic or not, it

clearly involved a

complex set of factors

that cannot easily be

interpreted. In

+alaysia, the organicfood is considered at

the introductory stage

where not many

people are aware

about. The interest to

conduct this study is

to have better

understanding among

urban +alaysian

consumers choice of

food products. This


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helps to distinguishesshoppers at different

point including those

who buy no organic

food. +any studies

indicated that one

major factor that

considered to be the

barrier to organic

food consumption is

its price, but given

the broad range of

possible factors that

influences organic

food decision

making, there are

others that might

considered as barriers

to organic food

consumption among

+alaysian. or

instance, knowledgeon organic food as

well as action taken

by the government

either to inform or to

create awareness has

not reach the

satisfactory level in

encouraging

sustainable

consumption with

organic food. *ut,although consumers

has the knowledge

what contributed to

sustainable of

environment due to

feel of convenience

of their current

consumption pattern

will not change their

perception towards

organic food product


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however good it is.Therefore, knowing

how consumer

perceived organic

food product by

understanding the

reasons of buying

would probably help

the marketers of

organic food to

establish a proper

communication

message. >opefully

the intended message

would be appealing

for consumers who

fall within the same

category of buyers

who exhibit their

interest towards

organic food

products.Kason '.

6abisch

?holekile

5.

6webu

Impact of

virtual brand

experience on

purchase

intentions=

The role of

multichannel

congruence

/0(( -irtual

*rand

Bxperience

#urchase

Intention

2) males

H1 females

#artial

5east

7quares

"#57%

The findings from

this study provide

strong support that

multichannel effects

exist between virtual

world brand

experience and real

world purchasing

decisions, and that

cross9channel

consistencies areimportant factors that

contribute to these

effects. In accordance

with the predictions

from prior research

"*arnes and +attsson

/00H!

'rakji and 5ang

/00H%, the results of

this study

demonstrate that


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brand experiences invirtual world

marketing

channels may have a

strong influence on

real9world purchasing

decisions. -irtual

world brand

experiences may

consist of information

search by examining,

trying, and

purchasing virtual

products "i.e., digital

representations of

real world branded

products%. These

virtual world brand

experiences may

affect a consumer


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as an opportunityfor the marketer to

assist in the buying

process.

The effect of virtual

brand experience on

attitude formation and

purchase intentions is

found to depend on

the

extent to which the

virtual shopping

experience is believed

to be accurate and

useful for evaluation,

shared selfconcept

with other users of

the brand, and

perceived behavioral

consistency across

marketing channels.

Source: 'ata Processed "#1(

This research uses 1 articles! the first article observed about $ustomer #erceptions

about *randing and #urchase Intention= ' 7tudy of +$6 in an Bmerging

+arket by +uhammad Rafay &awa3, +uhammad +usarrat &awa3, and >ashim

'wais *utt. Its result shows that brand image can be influenced by the

advertisement. The survey shows that there is a moderate significant relationship

between brand image and purchase intention, the reason of the moderate

relationship is the promotion factor. 'dvertisement is the major mode of

promotion but the companies are making adds ignoring the social issues of the

people. The element of reliability and attractiveness in their ads are very low.


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$ompanies can drag the brand image to the desired level by making the

promotion process more effective such as inducing more celebrity endorsement in

an appropriate way to capture the purchase intention of the customers for the

purpose to imprint the brand related knowledge to the customers mind and shift

their feelings on the brand.

The researcher uses this article to see the relationship between brand

images from customers on customers purchase intention. 'ccording to research

there is a moderate significant relationship between brand images from customers

on customers purchase intention as logically thinking, brand images from

customers will lead to ongoing purchase to loyal customers for the better9known

products known through the brand of products. +ostly people as loyal customers

who are using certain products and satisfied with the products will be waiting for

the upcoming new and innovative products with higher augmentation than

previous ones. It proves that branding image on customers eyes about products is

essential for higher purchase intention from customers.

7econd article observed about $onsumers perception and purchase

intentions towards organic food products= exploring the attitude among +alaysian

consumers. This study found that when consumer decided whether to buy organic

or not, it clearly involved a complex set of factors that cannot easily be

interpreted. In +alaysia, the organic food is considered at the introductory stage

where not many people are aware about. The interest to conduct this study is to

have better understanding among urban +alaysian consumers choice of food

products. This helps to distinguishes shoppers at different point including those


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who buy no organic food. +any studies indicated that one major factor that

considered to be the barrier to organic food consumption is its price, but given the

broad range of possible factors that influences organic food decision making,

there are others that might considered as barriers to organic food consumption

among +alaysian. or instance, knowledge on organic food as well as action

taken by the government either to inform or to create awareness has not reach the

satisfactory level in encouraging sustainable consumption with organic food. *ut,

although consumers has the knowledge what contributed to sustainable of

environment due to feel of convenience of their current consumption pattern will

not change their perception towards organic food product however good it is.

Therefore, knowing how consumer perceived organic food product by

understanding the reasons of buying would probably help the marketers of organic

food to establish a proper communication message. >opefully the intended

message would be appealing for consumers who fall within the same category of

buyers who exhibit their interest towards organic food products.

The researcher uses this research because it proves that costumers

perception affects people to intend to purchase products. *y informing

information to people, will augment peoples knowledge about certain product

and the knowledge of product will directly affect to purchase intention. The

intention of customers either to buy or not to buy is based on the knowledge of

people. The lack of knowledge will come to assumption without clear foundation

about the fact and sometimes the assumption is negative.


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The third article is about Impact of virtual brand experience on purchase

intentions= the role of multichannel congruence. The findings from this study

provide strong support that multichannel effects exist between virtual world brand

experience and real world purchasing decisions, and that cross9channel

consistencies are important factors that contribute to these effects. In accordance

with the predictions from prior research, the results of this study demonstrate that

brand experiences in virtual world marketing channels may have a strong

influence on real9world purchasing decisions. -irtual world brand experiences

may consist of information search by examining, trying, and purchasing virtual

products "i.e., digital representations of real world branded products%. These

virtual world brand experiences may affect a consumer


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The researcher uses this article because it proves that brand experience

from customers affects on purchase intention. Bither people intent to buy or not to

buy, they have to experience the brands products first, when they get good

impression, there is possibility for them to buy products still in the same brand but

different products, but while the impression is not good enough, the possibility of

customers to purchase the upcoming products is lowered. It all depends on

customers eyes and experiences.


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CHAPTER III

RE3EARCH *ETHOD

In this chapter explains a research method used in this study to examine

the research problem that are stated in the earlier chapters. This chapter includes

of type of research, time and place of the research, research procedure, population

and sampling technique and method of the data collection. 'lso the important

point is the tool used in this research which is qualitative method is discussed in

this chapter.

!.1 T4-e o' Research

This research is based on collecting interviewees perspective and

arguments with qualitative method to investigate and figure out of what is

happening, why it is happening and how its happening. The goal of this research

is to discover the impact of consumer perception and brand experience on

purchase intention to people in +anado. 7ekaran and *ougie "/00F=1F% define

that qualitative data are data in the form of words. It can come from a wide variety

of primary sources andLor secondary sources such as individuals, focus groups,

company records, government publications and the internet.

+axwell "/00)=1/%, there are five particular intellectual goals for which

qualitative studies are especially suited


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(. Mnderstanding the meaning, for participants in the study, of the events,

situations, experiences, and actions they are involved with or engage

in.

/. Mnderstanding the particular context within which the participants act,

and the influence that this context has on their actions

1. Mnderstanding the process by which events and actions take place

G. Identifying unanticipated phenomena and influences, and generating

new, Dgrounded theories about the latter.

). eveloping causal explanations.

oing qualitative research must know exactly what the goals and know how

to establish a clear purpose to shape the project and must have critical thinking to

all further steps continuing through to the eventual presentation of the analysis.

Jualitative research has been defined in a different of ways. Cne of the

definitions is coming from 7trauss and $orbin "(FFH% identified that qualitative

research as=

)ny type of research that produces findings not arrived at by statistical

procedures or other means of *uantification. +t *ualitative research- can

refer to research about persons lives, lived eperiences, behaviors,

emotions, and feelings as well as about organi/ational functioning, social

movements, and cultural phenomena

7trauss and $orbin "(FFH% elaborated that qualitative research is best used

when the methods are= "a% complementary to the preferences and personal

experiences of the researcher, "b% congruent with the nature of the research

problem, and "c% employed to explore areas about which little is known.


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+ack et al "/00)% says that the advantage of qualitative methods is the use

of open9ended questions and it gives participants opportunity to respond in their

own words, also open9ended questions enable to generate responses that are=

meaningful and culturally salient to the participant, unanticipated by the

researcher, rich and explanatory in nature.

>ancock "(FFH% explained that there are G types of qualitatives research

design=

"(% #henomenology= phenomenology is the study of structures of consciousness as

experienced from the first9person point of view.

"/% Bthnography= ethnography has a background in anthropology. The term means

:portrait of a people; and it is a methodology for descriptive studies of cultures

and peoples. The cultural parameter is that the people under investigation have

something in common.

"1% 6rounded Theory= the main feature is the development of new theory through

the collection and analysis of data about a phenomenon

"G% $ase 7tudy= tools for researchers to study complex phenomena within the

contexts. It is suitable for studying complex social phenomena

This current study uses case study method to see and decide whether

consumer perception and brand experience influence purchase intention would be

correlated or not.


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!.1.1 Case 3#ud4

$ase study as the tools to study complex social phenomena will see what

happen within the context! in this case to see what happens to the society in

+anado responding consumer perception and brand experience on purchase

intention making whether there will be correlated or not between consumer

perception and purchase intention and brand experience on purchase intention.

Bisenhardt "(FHF% says that case studies are=

Particularly well suited to new research areas or research areas for

which eisting theory seems inade*uate. 0his type of wor is highly

complementary to incremental theory building from normal science

research. 0he former is useful in early stages of research on a topic or

when a fresh perspective is needed, whilst the latter is useful in later

stages of nowledge

$ase studies are useful in providing answers to D>owE and D8hyE

questions, and in this role can be used for exploratory, descriptive or explanatory

research. 7ekaran and *ougie "/00F% explained that case study is a problem

solving technique which involve in9depth, contextual analysis of similar situations

in other organi3ation, where the nature and definition of the problem happen to be

the same as experienced in the current situation.

Rowley "/00/=(2% says that there are three factors that determine the best

research methodology=

(. The types of questions to be answered

/. The extent of control over behavioral events, and

1. The degree of focus on contemporary as opposed to historical events.


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$ase studies are one approach that supports deeper and more detailed

investigation of the type that is normally necessary to answer how and why

questions.

To summari3e, qualitative research with case study method is a research

designed to get more understanding about how people will make decision by

seeing the role of consumers behavior to purchase certain products with some

variables considered that are consumer perception and brand experience by

collecting information needed to answer the questions.

!.2 Place and T$e o' Research

The study is located in +anado, &orth 7ulawesi since the researcher lives

and studies in +anado so researcher thinks that it will be easier to collect data

from the informants. The time duration to do the research is started from

&ovember to ecember /0(1.

!.! Research Procedure

The steps of the research that will be conducted are=

(. $ollecting data of Informant candidates.

/. $ontacting the Informant candidate, introduce the research objectives, the

data collected through interview and make an appointment for interview.

1. Interviewing the Informant, writing diary.

G. 'naly3ing the data collection.


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)$gure !.1 Conce-#ual )rae0ork

!.& Conce-#ual )rae0ork

Researcher does the research as the main instruments and also as data

collector. The instruments to do the research in this qualitative research are

writing tools, field note and a phone as recorder. The instruments in qualitative

research are really depending on the researcher. In other words, the participation

of the researcher is really needed. The researcher is going to act as a participant

observer where the researcher is going to observe the events happen in the field

while the research is being done, and then the result of the observation to events

will be a research data.

8hile doing the research, the researcher informs the aim and purpose of

doing the research, so the status of the researcher is well9known by the subjects or

the informants. There will be no boundary of numbers of doing the qualitative

research. The researcher reali3es that number is needed and important to be

considered, but what is more important above all is the information quality while

Consumer

Perceptions

Brand

Experience

Purchase

Intention


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doing the observationLresearch. The information will be a data to conduct the

qualitative research.

oing the research by observing the field and interviewing the informants,

the researcher chooses people who have been experiencing use mobile phone and

familiar with $hinese mobile phone, then the researcher segments the sample of

informants that are people under 1) years old that live in +anado. The Researcher

will end the interview if the information given has too many repetition and is

totally unrelated. 'lso when the researcher feels the information given meets the

requirements for advance analysis, the observation or interview will be ended.

!./ Da#a Collec#$on *e#hod

'nalysis data for qualitative research is an effort made by collecting data,

organi3ing data, sorting the data into units that can be managed, synthesi3ing,

searching for and finding patterns, finding what is important to learn and deciding

what can be shared to others.

>ancock "(FFH=F% 7tated about qualitative data collection as follows!

%nlie *uantitative data, raw *ualitative data cannot be analy/ed

statistically. 0he data from *ualitative studies often derives from face!to!

face interviews, focus groups or observation and so tends to be timeconsuming to collect. Samples are usually smaller than with *uantitative

studies and are often locally based. 'ata analysis is also time consuming

and conse*uently epensive.

It implies that data in qualitative research cannot be analy3ed statistically

since it comes from a depth interview, focus group, and observation where the

process takes long time, >ancock also pointed out that there are three techniques


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of collecting data in qualitative research, they are face9to9face interviews, focus

group and observation.

!./.1 In#er%$e0

Interview takes place when there is a conversation between two people or

more where questions are asked by the interviewer and answered by the

interviewee. The purpose of interview is to gain some deep information where the

interviewer points out some questions that need to be responded by the

interviewee.

>ancock "(FFH=F% pointed out that interview is categori3ed as structured

interview, semi9structured interview and unstructured interview. The same thing

also comes up from 7ekaran and *ougie "/00F=(H% where they said that

interview is likely structured and unstructured.

>ancock "(FFH=F% explained about following three kinds of interview=

(. 7tructured interview, consists of interviewer"s% and interviewee"s% where

the interviewer asks all the respondents to answer the given questions in

the same way, structured questions are used. -ery much like

questionnaire. The questions are likely designed in such a way to limit the

responds from the respondents.

/. 7emi9structured interview, involves an open ended question based on the

topic areas the researcher wants to cover. Cpen ended questions ends with

the questions that can give opportunity to both interviewer and interviewee

to discuss about some detailed topics. If the interviewed person has

difficulties to respond the questions or the questions answered briefly, the


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interview can use cues or encourage the interviewee to consider the

questions further. In the semi9structured interview, interviewer has also

freedom to probe the interview in order to gain more and original response

and by having a research that is recogni3ed by the interviewee.

1. Mnstructured interview sometimes refers to :depth; or :in depth; where in

this interview, the questions are not that structured well. The conversation

takes place where the interviewer starts to discuss about the limited

number of topics, and sometimes as few as one or two topics. The frame of

questions is based on to the response of the interviewer. Bven the topic is

just about one or two that being discussed, but it is discussed in more

detail.

!./.2 )ocus 5rou-

ocus 6roup is where the systematic interview occurred to some persons

in group. The aim of doing focus group is to gain more and wider perspective and

insight about certain topics usually to know the experience, knowledge,

perception but also norms in society.

>ancock "(FFH=(0% pointed out that sometimes its better to collect

information from group of people instead of series of individuals. ocus group is a

useful alternative method to gain certain information or when the situation is

getting more difficult to gain information using another method.

'lso explained by &atasha et al "/00)% that focus groups are often used to

determine the preffered service or product a particular population wants or would

like to have, such as in marketing studies. *ecause focus groups seek to illuminate


31/55

group opinion, the method is especially well suited for sociobehavioral research

that will be used to develop and measure services that meet the needs and wants

of certain population.

!./.! Obser%a#$on

7ekaran and *ougie "/00F% stated!

2hereas interview and *uestionnaire eplicit responses from sub3ects, it is

possible to gather data without asing *uestions of respondents. People can be

observed in their natural wor environment or in a lab setting, and theiractivities and behaviors or other items of interest can be noted and record.

7ekaran and *ougie explained that besides having direct interaction with

the interviewer, researcher are able to gather data indecitly from them by

observing in the daily basis. 7ekaran and *ougie "/00F% also explained in

observational data gathering techique researcher can act as a nonparticipant!

observer where the researcher can collect data without becoming an integral part

of the organi3ation, second is to be participant!observer where in contrast the

researcher has to become the integral part within the organi3ation or community

in order to collect the data.

The research process started from &ovember /0(1, after this research

passed the proposal seminar as the first step in conducting thesis.

!./ Techn$6ues o' Da#a al$d$#4 Checks

+any of the qualitative research were doubted of their validity because of

the researchers subjectivity, less of control in interview questions, and incredible

data resources. It really needs to check the data validity with=


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(. $redibility= to prove the validity of this research process and result. This

researcher using the triangulation method as explained in 7ekaran and

*ougie "/00F% in order to obtain the maximum validity of the data

collection

)$gure !.2 Tr$angula#$on *e#hod

Source: 'ata Proccesed "#1(

's in 7ekaran and *ougie "/00F% the idea of the triangulation method is

that one can be more confident in a result if different methods or sources leads

to the same result. In this case to analy3e the impact of consumer perception

and brand experience on purchase intention, different data collection

techniqus has been applied, such as interview, observation, document

examination, and focus group discussion.

Interview

The imp!t "# !"n$%mer

per!epti"n n& 'rn&

e(perien!e t" p%r!h$e

intenti"n

E(mine

)"!%ment F"!%$

Gr"%p

)i$!%$$i"n

F"!%$

Gr"%p

)i$!%$$i"n

O'$ervti

"n


33/55

/. Transferability= The result of this research can be implement in different

condition and this researcher is responsible in providing accurate data

systematically and trustworthy of the research result.

1. $onfirmability= The way of proving the validity of the result of the

research which is match with the data collection on the field notes and

make a discussion with people who is not involved with this research to

give an objective opinion.

!.7 Da#a Anal4s$s Techn$6ues

'ccording to Tesch "(FF0% there are eight steps guiding researcher in

systematic written data analysis process =

(. ully understand the data record.

/. $hoose the most interesting document "one interview%, a brief document

and on top of the stack. 5earn the document and ask to yourself, what is

this document aboutE o not think the substance information, but the

principal.

1. 'fter finishing the interview process of eight informants, grouping or

clustering all the finding topics.

G. The next step is taking the grouping list and back to the data. 7ummari3ed

the topic to be a code and write down the code in the upper manuscript.

). ind the most descriptive word of the topic and change the topic into

categories.

. +ake a final decision about the summary of the categories and organi3ed

the codes alphabetically.


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2. $ollect the material of the data of each category in one place and begin the

analysis.

The final stage of a research is analy3ing the data that has been collected

with several types of data collection. In qualitative research data analy3ing, the

important thing is having a guiding procedures. In this research, the first stage is

organi3ing the data, it found directly from the Informant through interview and

made a field note= 'fter that, grouping the data that have been collected into

categories, theme, and pattern. Researcher then tests the assumptions. *ased on

the data, researcher make an analysis of the connection between the data and the

theory then find the alternatives for the data. Researcher finally explains the

findings in research, and writes down the result of the research.

'naly3ing data in qualitative research will have several stages, which are

important! organi3ing data, grouping data, testing the assumption towards data

collection, examine the alternatives explanation of the data and write down the

result of the research.

Juestions were prepared and the Informants were contacted to arrange the

time for interview. Informants were visited in the office or in their home also in

the campus area. The stages in the research will occur several times, and the

repetition found was too much. That is the limit of interview! the information is

enough to be analy3ed. The researcher must make a diary, the written information

from Informants, and from the diary the research is conducted.


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CHAPTER I

RE3U(T AND DI3CU33ION

This chapter contains the results of the research. There are three sections

in this chapter! they are interview, discussion, and result as the process of

examining the objectives through qualitative research. Bach section explains the

steps of data analysis in order to examine the problem in this research.

&.1 Resul#

&.1.1 In#er%$e0 Resul#

Interview is used as the tool to gain the information of this study that

also uses qualitative method. The population of this research is people

under the age of 1) years old that live in +anado who have been

experiencing or had experienced of $hinese mobile phone and familiar

with $hinese mobile phone. The sample of the study is (0 respondents.

or the first step, questions were arranged and prepared before running the

interview.

The first respondent is Informant (. >e is a fresh graduate student of

7am Ratulangi Mniversity. Informant ( is asked about the general

perception of $hinese cellphones! he thinks that $hinese mobile phones

have lower quality and cheaper price than other type of phones on market.


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The range of the price that he knows most of them is below ( million

rupiah but there are still some $hinese phones like C##C that have higher

price and better quality with the price is more than 2 million rupiah. *ut in

majority, $hinese phone has bad quality and no value added since most of

them are imitators. Informant ( also added that his perception about

$hinese mobile phones is not purely his own perception but also publics.

Informant ( also pointed out that $hinese phone is perishable and easily

damaged. Informant ( added that even people do not know the products

yet, people have assumed that the products with lower price have lower

quality.

*ased on his experience, he finds some features of $hinese phones

attractive and the features suit to the promotion. or basic needs, $hinese

phone meets the needs of sending message and making call but no more.

>e explained that he uses $hinese phones for meeting the needs of calling

and sending 7+7 instead of browsing internet! he prefers to surfer internet

through another smart phones. *efore coming to the final decision whether

to buy or not, informant ( prefers to test products once. Informant ( said

that to test the products, he borrows the same phone from his friends to see

whether the phone meets the needs and wants of him because by

experiencing the same phone from his friends, he has been able to describe

about the phone and the features even just in the short time of testing.


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Informant ( is questioned about brand experience on purchase

intention of $hinese mobile phone. 'ccording to him, brand experience is

affected to raise the intention of people to buy $hinese mobile phones,

since by seeing the brand of products, people can see the quality of

products. Informant ( points out :the qualified and disqualified of

products are usually measured by comparing the capabilities of products!

and comparing the capabilities of products is pertained to brand of

products.; *y seeing the argument of informant (, shows that brand

experience is well related to people intent to buy or not $hinese mobile

phones.

Informant ( is also asked about consumer perception on purchase

intention of $hinese mobile phone. Informant ( says that consumer

perception influence purchase intention of $hinese mobile phone since

people perception will change peoples mind to buy the product or not.

Informant ( adds that even a potential buyer intents to buy a certain

product, but when he listens other people negative perception upon the

product, there is a possibility from the buyer not to buy the product.

#eople perception can persuade and change their decision to buy product

becomes not to buy the product.

7aying of gadget, Informant ( believes more on people perception than

what he had experienced before. >e still has the intention to buy $hinese

phone because he needs it and in terms of price affordable and tent to


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cheaper price. Informant ( says that he has / mobile phones where

$hinese phone is as an alternative phone and the other one as the priority

one.

Informant /. *y his perception, $hinese phone has standard quality of

product or even lower than. In general of what people think about $hinese

mobile phone, the feature is just imitated from the other mobile phone,

most of $hinese phone are followers to the other popular mobile phone. It

has affordable price for middle9low income where the range of the price is

between H00.0009/.000.000 rupiahs. *ut in terms of the quality, he is still

doubt about it because of the products are easily damaged. There is no

added value to $hinese phone that is categori3ed as low end phone,

except Cppo. Cne of $hinese phone that has advance technology also

advance development in terms of features where mostly people assume

that oppo is the example of good quality $hinese phone with expensive

price. They are the followers but they improve it better than the pioneer.

*ased on Informant / of the use of $hinese phone, before buying

$hinese mobile phone, he has to test the same product first, just in few

hours. In terms of features, some of them can attract him but still he cannot

trust that the feature can work well as what he expects, because most of

them have low quality. or him, $hinese phone can just meet the basic

needs to make a call and to send messages


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Informant / is interviewed about people perception on purchase

intention of buying $hinese mobile phones. 'ccording to informant /,

people perception affects people to intent to purchase $hinese mobile

phones, but his intention still becomes consideration. Informant / says

:perception of a product is somehow attracted me to buy $hinese mobile

phones, but in times, my attraction of buying $hinese mobile becomes

consideration, whether to buy or not.; Informant / concludes that positive

perception of certain product can be changed by times, but still he has

positive responses on people perception.

Researcher interviews to Informant / about brand experience on

purchase intention of people buying $hinese mobile phones. *ased on

informant /, when people perception brings positive influences for people

to buy $hinese mobile phones, at the end the positive influences become

consideration whether to buy or not. ifferent case with brand experience

that it will influence positively to people to intent to buy $hinese mobile

phones and it has big opportunity for the people to buy the product.

'ccording to informant /, brand experience usually becomes final

decision of people to buy certain product.

8hen asked about which of people perception and brand experience

has most influence on people intending to buy $hinese mobile phone,

Informant / notifies that brand experience will be the main factor for him

to make decision to buy $hinese mobile phone, but still when he has


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negative experience in terms of brand, he has no interest or willingness to

purchase because of the experience that he had before.

Informant 1, from the student of International business 'dministration.

'ccording to him, $hinese #hone has bad quality and not for a long time

use, it gets error easily. The example of $hinese phone in Indonesia that

he knows are, mito, nexian, asia phone. In terms of price, $hinese phone is

quite cheap in range (00.0009(.)00.000 rupiahs, the price is adjusted with

the qualities as well, the cheaper the phone the lower the quality. +ost of

$hinese phone having no value added except for some high level $hinese

phone like 5enovo, Cppo with the range of the price is G million Rupiahs

above.

>e has no $hinese phone but he had experience to test $hinese phone

for a day. rom what he experienced, he found that the feature inside will

not meet his needs in communicating to others, cause it can just meet the

needs of call and sending message but because Informants 1, he is an

internet geek, so he needs the phone that can really help him to

communicate through internet and the feature inside somehow cannot

support it, the browser loads so slow and some complicated settings make

him annoyed to use it.

Informants 1 choose to have a good quality mobile phone eventhough

he needs to pay more for the phone. Cthers perception about the product

will influence him to have intention know more about the product, but


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brand experience also becoming the important factor that will influence

him not only to have intention to buy but also to buy the product if he got

a good brand experience using the product.

Informant G, from his point of view, $hinese mobile phone is mobile

phone that can be reached from all economic levels, it has affordable price.

The samples of $hinese phone that known by informant G are mito, emo,

blueberry, redberry, g9star, tiger. rom the price $hinese mobile phone

start from (00,0009/million rupiahs except for Cppo, the price is even

higher than iphone. The quality of $hinese phone is relative, it depends on

the usage of the phone, for the basic function like sending message, call, or

listening music. The quality is good but we cannot expect more from it.

rom informant G, the quality of $hinese phone depends on the usage of

the phone by the user. or him, he likes to use $hinese phone because the

battery can last long, he can listen to the music from it 1 hours nonstop

without worry that the battery will need to recharge soon, so it becomes a

value added for him to use $hinese mobile phone.

Informants G already used $hinese phone for G years but $hinese

phone is not the only phone that he used, he had / phones, he used

$hinese phone as the alternative cause the battery can last long, the

features is quite attractive for him and it can help users to fulfill their basic

needs of mobile phone. or him people or others opinion about the product

will become peoples attraction to buy a product, if so many people have


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positive perception then the product will be saleable, on the contrary if

others have negative perception then it will affect the intention of someone

to buy the product. In case of $hinese phone, many people have negative

opinion about the quality itself so it will affect the intention to purchase.

*ut for informant G, peoples perception and brand experience will affect

his intention to purchase product, but in terms of making decision to buy

brand experience and brand knowledge will become the most influential

factors that will influence him.

Informant ). >e is one of the owners of mobile phone store in +anado,

he has one store in IT $enter +anado. rom his point of view $hinese

phone as general is bad. The examples of $hinese mobile phone that he

knows are mito, g9star, oppo, nexian. The price of $hinese phone is quite

cheap and very affordable. The quality is below the standard, but it has the

value added from its operating system, cause for now we can get $hinese

phone with android operating system with cheap price, so people can

easily get android phone. It also means that some of $hinese mobile phone

they follow the needs of the people, and what is become the new trend for

mobile phone today, but still the quality is not so good.

>e had experience to test $hinese phone and one of the feature that

can attract him is the speaker of the phone that really loud and strong. The

features that $hinese mobile phone offered also match with what they

promoted. It also can help the people to fill the standard needs for calling,


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sending message, playing games and listening to the music but for the

internet and more features still really bad. 7o the cheap price that offered

by $hinese mobile phone, it is equal to the quality that they offer.

*ased on what he experienced with $hinese phone even though just

with one day testing, it can really give an impact for his willingness to buy

the $hinese mobile phone. *ut for him he prefer not to buy $hinese

phone, he trust more on the branded phone like iphone and 7amsung,

which the quality can be trusted very well. >e also chooses to buy product

by his experience using the product, what people say about the product

whether the product is good or not will just become his consideration that

can start to attract him to have intention to know more about the product.

Informant . 7he is one of the seller of 7amsung mobile phone product

and 7he also own her bag store in +anado Trade $enter. rom her

opinion, in brief the quality of $hinese mobile phone for sure below the

standard. The price is really cheap and the quality of course below the

standard comparing with other mobile phone like blackberry, 7amsung,

sony, i#hone. $hinese mobile phone gives a value added that is from the

usefulness that we can get phone in a very cheap price. The range of the

price is start from (00,0009/millions rupiahs.

7he had a $hinese phone for like months. 7he likes one of the

features that offered by $hinese mobile phone that is watching tv on

mobile phone. It is really attractive and interesting because she felt like


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bringing tv everywhere, and it makes easier for her to get the access

everywhere to watch tv as her hobby. 7o $hinese phone can also fulfill the

needs of entertainment from people besides people can communicate with

others by call and message.

's the technology develop so fast and so many good devices now and

so many choices, so for now based on what she experienced, she likes

more to have a good quality phone like 7amsung or Iphone, and if she

needs to choose $hinese phone, she prefer to have Cppo, the good quality

mobile phone because the price also is quite high and more people start to

talk about it so there is a willingness from her to have high quality $hinese

mobile phone in a future. *esides from previous experience that she had,

can really support her to have $hinese phone with the good quality one.

Informant 2. 7he is the food seller in +T$. Cn her point of view,

$hinese phone is quite good cause based on her experience her $hinese

phone can last long, the firmware is good, it depends on how the people

use it. rom the price, informants 2 said that $hinese phone is really

affordable start from (00,000 @ /,000,000 rupiah, the price depends on the

features inside the phone, the good the quality the higher the price and it

has more feature inside. *esides, she can get mobile phone with cheap

price but it has more features that accordance with the latest trend.

rom her years experience using $hinese mobile phone, she felt

worth enough to use it. It can last long and the feature can fill her needs


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when using that phone, even just for calling, sending message and listen to

the music. 7o in her opinion she likes better to buy $hinese phone because

it is quite cheap and trendy, it can follow the latest trend. #eoples opinion

will not bother her to have willingness to buy $hinese phone because she

believes more on what she experienced before.

Informant H. or this informant, in general $hinese phone is quite

good, useful and the price is not expensive. The samples of $hinese phone

that known by informants H are mito, g9star, movie, cross,e9mobile. The

quality of $hinese phone is standard so people need to use it safely

because $hinese phone is quite easy to break. $hinese phone that used by

informant H has a clear voice, the color of the image is good and also she

can used dual sim card so it becomes the value added for her.

rom 1 years experience using $hinese mobile phone, Informants H

does not care with the features inside the phone. The important thing for

her is with cheap price she can get a good mobile phone with dual sim

card and she can make a call and sending message. or her price is really

important. #eoples opinion will affect her intention to find out more about

the product, whether the opinion is good or bad. 7he said DDno matter how

bad the people say about $hinese mobile phone, but for me as long as I

need it and as long as it can fulfill my communication needs, I will buy it

cause it is very cheap. or informants H, the previous experience that she


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had using $hinese phone will support her to make decision to buy another

good quality of $hinese phone in the future.

4.2 D$scuss$on

'fter all the interviews were finished, In the surface the appearance of this

research looks commonly the same but within the result of the interview it

cannot equally divided one to another, it happened because the experiences

,point of view, users background and usage of $hinese phone are different for

every respondent.

It can be summari3ed that the appearance of the findings is similar in their

answers and reasons. *ut the researcher found that every single respondent is

unique and had their own experiences and thoughts. *y seeing the diversity of

reason they brought up, researcher also found that even the different answer

they gave, the reasons behind the answer could be correlated one another and

their mind9map was just the same.

There are various reasons and factors affecting a person to have intention

to buy $hinese mobile phone. In this case, the researcher is curious to

investigate the effects whether $onsumer perception affects the intention to

purchase $hinese mobile phone or not, *rand Bxperience affects the intention

to purchase $hinese mobile phone or not, what factors drive people to have

intention to purchase and or why people do not like to purchase $hinese

mobile phone or why they have the intention to purchase, whats on people

mind about $hinese mobile phone, and how people can have the intention to

purchase by seeing others perception or by the experience they had before.


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'nd which of the consumer perception and brand experience that affects the

most to the intention to purchase.

&.2.1 Consuer -erce-#$on

Through interviews that have been done, it can be concluded and

summari3ed how is the perception of people in +anado as general about

$hinese mobile phone and also the effect of consumer perception on purchase

intention of $hinese mobile phone in +anado. $onsumer

perception is defined as the way that customers usually view or feel about

certain services and products. It is found that the perception of majority

respondent about $hinese mobile phones is having a bad quality in terms of

their product, because it is not durable and easily damaged. The findings

within the interviews also showed that most respondents agreed that negative

perception has been attached to $hinese mobile phone by majority of people

in +anado. In spite of the negative or positive perception by people in

+anado, consumer perception still affects the intention of people to purchase

products because the cheap price that offered by $hinese mobile phone.

Researcher found that mostly all respondents feel that the quality of

$hinese mobile phone is not good but the price is good because it has a cheap

price and affordable for every economic level. Total ) out of H respondents

claimed that the quality of $hinese mobile phone is bad and also total 2 out of

H respondents affirmed that consumer perception does affect the intention to

purchase $hinese mobile phone. Cne of the respondents, Informant G

explained that others opinion about the product will become peoples


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attraction to buy a product, if so many people have positive perception then

the product will be saleable, on the contrary if others have negative perception

then it will affect the intention of someone to not buy the product. In case of

$hinese phone, many people have negative opinion about the quality so from

that perception it will stimuli other people to know more about the product

even to know how bad the product is. The knowledge about the product will

form the desire to purchase a product. *esides, informant H also added that

DDno matter how bad the people say about $hinese mobile phone, but for me as

long as I need it and as long as it can fulfill my communication needs, I will

buy it cause it is very cheap she said. Informant H sees the positive things

that she can get from others perception to collect information as much as

possible for future buying. :I do not see the negative aspects of $hinese

phone, people said that for basic usefulness it is quite good and the price is

worth enough comparing the quality so I interested to see the positive ones,

and also it fits my budget;.

In overall majority of the respondent agreed that consumer perception does

affect people intention to purchase $hinese mobile phone, they used the

information from others perception as their consideration to purchase $hinese

mobile phone. These findings are consistent with +athwick and Ridgdon

"/00(%, perceived value is a primary motivation for consumers to perform

consumption actions. It is also an essential outcome of marketing activities.

+anipulation of marketing attributes "i.e. price, brandname% can enhance "or

reduce% consumers perception of value, which in turn leads to a behavioral


49/55

intention such as purchase intention and the intention to return to a retail

outlet.

&.2.2 Brand E-er$ence

uring the interviews the researcher concluded about what people think

about *rand Bxperience and the effect of brand experience on purchase

intention.

*rand experience on what people think about is the cumulative brand

impressions garnered from visual, verbal and experiential encounters with the

brandand the product. 8hen the customers search, choose and use products

andLor services, they are exposed to various specific brand9related stimuli,

such as identity elements, community recommendations, communication tools

and other environmental aspects. These are the main learning sources of

customer responses that generate the brand experience.

The findings show most respondents agreed that brand experience is the

main factors that influence people not only to have intention to purchase but

also to make decision to buy a product. Trough the experience that people get

in direct touch with the product, it helps to get the information needed by

people and helps to get the product knowledge so people can easily check

whether it fits to their needs or not.

Researcher found that most of all respondents feel that brand experience is

needed and total H out of H respondents claimed that brand experience affects

purchase intention. Total out of H respondents affirmed that brand

experience is having the highest influence compare with consumer perception


50/55

as the factors that makes people to have intention to purchase $hinese mobile

phone.Informant ) said thatbrand experience affects purchase intention due

to that people need complete information to assure about the product that they

will buy.

In overall, majority of the respondent, agreed that brand experience affects

purchase intention and decision making. These findings are consistent with

*rakus et al. /00F, *rand experience has been shown to have a significant

effect on consumer perceptions of the brand and purchasing decisions.


51/55

CHAPTER

CONC(U3ION AND RECO**ENDATION

This chapter contains the recommendation of the research. The

recommendation is given from the result of the research problem for both

consumer perception and brand experience on purchase intention which is the

main issue on this research.

/.1 Conclus$on

This study has been conducted in order to analy3e the impact of consumer

perception and brand experience on purchase intention of $hinese mobile phone

in +anado with the sample of people that already had experience using or testing

$hinese mobile phone.

The qualitative method has been used through interview in data collection

and all the data were analy3ed and the results came up. The result proved that

consumer perception affects purchase intention of $hinese mobile phone and

brand experience also affects purchase intention of $hinese mobile phone whether

respondents tend to buy or not buy, and by seeing those two variables can be seen

that respondents still want to purchase $hinese mobile phone later or not. The

finding within the interview shown that the most significant effects on purchase


52/55

intention of $hinese mobile phone in +anado comes from the brand experience

that consumers had.

).(.( $onsumer #erception

$onsumer perception affects the intention to purchase a product,

whether to have willingness to buy or not! in this case, the willingness to

buy $hinese mobile phone. rom the result, consumer perception affects

negatively the intention to purchase $hinese mobile phone which means

the negative perception of consumer about $hinese mobile phone makes

people do not want to buy the product.

).(./ *rand Bxperience

*rand Bxperience affects purchase intention of $hinese mobile phone due

to the brand experience shares knowledge of product directly and indirectly,

where the knowledge is needed by people to stimuli the willingness to buy.

*uyers need information from direct experience using $hinese mobile phone to

analy3e whether the products are qualified, needed and able to fulfill their current

basic needs of communication, or not.

In conclusion, this study confirms that, the customers in +anado are very

conscious about quality and price of $hinese products. Therefore, marketers of

$hinese product in +anado should be very careful about the price, quality and

technology advancement of product they are offering in the market place. It is also

recommended in future research that sampling si3e should be increased.


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+oreover, sampling from higher income group might explore different issues

which had been ignored in this study.

/.2 Recoenda#$on

The recommendation for individuals or business that active in purchasing

or selling $hinese mobile phone in +anado, for business is to have an insight into

what is the expectation of the buyers about $hinese mobile phone that they sell

and the perception or the opinion of people in +anado about $hinese mobile

phone after become the users.

$onsumer perceptions can determine the success or failure of a

business. If $hinese mobile phone has a good reputation, it could strongly

influence the sellers ability to make profit. Cn the other hand, if consumers have

negative views about $hinese mobile phone it could seriously hamper revenue

success.$onsumers might avoid purchasing its goods unless they cannot affordhigher quality goods. *esides consumer perceptions, brand experience also give

high impact to the intention of people to buy $hinese mobile phone, if people

have a good previous experience in using or testing $hinese mobile phone and

from that experience it can really fulfill their needs of communication and the

product is really affordable and worth to use then it increases the intention to buy

even affected the decision to buy the product. or other researchers who want to

conduct a research about $onsumer #erception or *rand Bxperience or #urchase

Intention, this research is expected to be a good reference in the research about

consumer behavior.


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/.2.1

Consuer Perce-#$on

The success of a business depends upon its ability to attract and retain

customers that are willing to purchase goods and services at prices that are

profitable to the company. $onsumer perception describes how customers and

potential customers view a company and its products and services. $onsumer

perception is important to businesses since it can influence consumer behavior,

which ultimately affects the profitability of a business. +any businesses spend

large amounts of resources to influence consumer perceptions. ' consumer


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provide more useful information, and thus may be more helpful in assisting

consumers in the evaluation and decision making process.

Milka Thesis Done Edited

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