PRf,DICTINC TIIE INFLUENCf,S OF GROUP CONFORMITY,UTILITARIAN VALUE, AND PRODUCT DIFFERENTIATION

TOWARDS YOI]NG ADULT'S BUYING INTENTION TNSMARTPHONE

Kcn wili.m Tommvr)lari! Cnriss.'sabrina O. Sihombitrgl

Unir.rsiras Pclita Uarap,n

snrteha. hot he otled\t tr\t!l1.1cn \.Ms qhtt.' tit r)t2 h r badu ,at al k.n u? b t.trrLtn dqwnt al rnnrchorc r n).rt

rlno,t i! al'o on{k.] h! th brut

(20121 $e smxrt pnone makeu should$ddshnd the basi Ior iudent bred fi6tchoice. More than lhat, lhey shouldidentify the crilical oles that brmd play in$an phone prelercnces. ScYenlesedchs applied sman phone as there*dch obFct (e.s., D,i$onl!, 20lliosmm el.l.,20l2i vcrg.ra 2012; Osnmer !1,. 20lli oulaslina & Ratlmbury,2010). Ho*ever, all ofthat rcscarch dnh tusnrg ! sp*ific bnnd sucn s Apple snranphone. \\hscas, applying a specinc bmndwill onlribute for borh lcadcmics mdpracritionss (Lovefi er a1., 2013). lo rhsp*i6c. comprchcnd a sprcific brrods lhalcre avail.blc i. lne ndkel is inlqestins rorrhe acadenics. Academic will knoN *hatprodud that codsum6 wmt 10 erd ahoNhy consuner boueh to. ln thc other.undeGteding bmd such 6 ApPle snanphone will als hsve contribrtion for thepmdnioneis. Practitionm will obhi. llcinsidc infomation for conplny to improverhn peifommce. This rese.rch stlemptedlo maltze lanablcs that hale the inrpacl ofanitudes towrits lhen inkdtion to buy the

Th.or.d.!l Developmert .nd R6etch

Buying inle.iion nems consumeB pElerin buying a poduct or den a seNicebecause consuner necd $at product orsdice (M.dahi and Sukad.20l2l. Bdcdnn ine d.finirion thre Nill no tmsactio.i. $is cse. consumq yill have intenrionto buy anr they e considss and evlluatethe produci or se0ice. Th rheory ofrcNoned action (TRq.) h one tncory lhatpiedict p@pl behalior lbousn behavionlinlention. In fie speci6c, belraviodlinrentio. is influded by tvo main ficton:atlitud lowdd behlvior dd sutjetivnoms (Iishbein dd Ajzen, l9?5). lnrelarins wnh buying inten.ion, it can besraled thal aner a onsumer has 3 positive

at ude, sensally s(he) has intdtion lo

In t}is tsclrch, consunq has M inrenionlo buy a snrarrphone either ils comc ftomiheli from eNiroDmcnl or iG come 1i!brhcproduct. llsvill push consuneriolcamabout drc smanphone's knowledsc andcsrablish rhen atnude aeainsl thc brand.Intenrion is $e dclcndcnl vari.ble in lhisr6.!!ch and how olher ti].loB intlueDcerhe consums iotention is otjcctive of this

Attitude torvr& BuyingRel6 ro schiltrnm, er al. (2010) attitudb6 b*n defined as lcamcd predisposnioDto bchllc ravorable or unfavo$blc rray inconsislmrly. ln rhe orhs. auitude is mindividul-s intcmll cvrruaton ofe o6jec1such !s a branded produd (Sallm. 201I ).In this rcsdrch, fie Flalionship bclNeen,hitude md buying i.lention is proposedbased oo rhe lheory of rcsoned aclion.Futhcmore, sinc rhe mid-1970s, manyrBearch IbcG on rhe relliionsnip betweetrconsuns\ ditudes ed co.sumf buyingbchavior (Javadi el al., 2012). Ii cm besaied lnal .dude is onm used as aprdictor of onsumr inlcnlions (Eidlyat

There arc scvml factor influencecoNmcr in rheir buying d*hion, such dpnce (e.g., osnd et al,.20ll), brmd (e.g.,OsJ]u el al., 2012j woodcock .l al,2012), prcduct diiferdtiadon, unlitdimv,lE (e.s,. os el a1., 2012) and gloupco.fomity. AU ofthe factos beconing thcconsms considdarion vhen bly rhsmartphon.. Consumd will search lheloowlcdge about rhe sbanphonc lnat rhywdl to buy 6Bt. Then, they decide tteartilude about thc brand of the snanphone.Their adtudc will be posnire or dmnsslive. when consM.r has a posnivcatritude aednst btuds, rhcy will buy(Sallm, 2011i Yulishsi, 20ll: Ei&yat

DcRcuo Jutnat UonaJenen vrlu No I Met2014

and DiNasasri, 20ll). Opposire to lha!mostly co.slmfi lhar has n.glrivc annudcagainst brands, lherc will no tuturcbuying.

confomily is thc d*ne ofai indnidul tofit nr with a refqence sroup (Bllctrvcll. crxl., 2007). lt h lhc bchoviorcorespondencc {nh socially acceptednddd s. Bla.t$ell (2007) al$ $ared rhotcontbmiy nost likcly occur {nc. thercwards of onplimce exceei ns .ons.The rervards cm b! such !s slfestem orapprcval. Confomity cm also invohechonsing of person s behavior nr order lofit rvitlr p6ple dound lhem. This

aptalio. pocess can be rationdl since

Smatphone th nor only ce help toconmunicatc lirh othcn bur aho ro bclopuln in social mcdia is somc kind ofpressure lnat made by the sroup itsell.

According ro E\ans (2006) tlur the soupihell crohes .onns of behrlior Nhichspsil-y lhe ideal acrions toNhich mmbcsshould coDfomr. Srnanphonc buyingbehlvior of nrdonesiJn yo6g aduli cm beafecled by desne to be acccprcd in sooety.Ir othd *ords, it con be stated that themor obseruable one behavior to thcourds, the more likely tnol peson toconfom rhe iojonry bch3vio8 a.d/or thestandins social noms (Ajzen md Fishbein,1969i Bo*ers. 1968i wam{ and D.Ilcur,l968iLhka, l9?5.itcd by B.d.ar J er dl.,2010). Funhemore, according roBefienn s (199.1) sisnllins model cired byBedne. et al. (2010), st.tus dcpends uponpublic lqccltions of m i.dilidual sundslying pr1denc6. L this c.s, thcbuying behaliois ol sran phonc can bebausc p@ple wrnt ro be .otice i. rheperceprion of lhe society. Thus. ir can b.hpolhcsizcd thrr smup conlnmnY i.srelitionship wnh buyirg intendon.

P.oduci DifferntiiiionSvddsen et al (2011) defincd productdirerenti.rion is dclivdng somethingdillscni ro lne onsmes compred to lhc@npetnor. Issentidlly, pmducl htu,thing tbat can be ollercd to a ntrkelrhat misht stisry wmt or need ol theconsund (Kods et al.. 2006), Producrdiferenlialion is ! widcly used conceprborh in narktins and stmtesy (Svendsener al.,20ll). The plrpose ro diffelentialeprodud eo.g the ompelitois is lodeliveing tbe supaior valuc that linnoft!rcd lo consuner. Develop'ng andimplmcnrins a producr di1lermlialionstiarcgy rcqun6 lcccss to infomrnon mdknovleds (svend*n et al.. 201 I ).

xttachme.t or secuity in ecial nctworkins(Klick and Pansi,2008). Moi@vd, Klicksand Pansi aho sr,led even consuntradapting lhen t61e inro prefereDce thatacruolly drey did not ongimlly carc rorObsflalion in $cial psrlholosy fiatpople lends to minic the behavioB,6e1il md atributes of those with vhomrhey inrencr (Bednar, t a1..2010).lt is rhcsme case wnh the smd phone buying in

Peple buy smrn phooe b*ause lhcnSroup do so, so thal ir can help the peM.to be aeepred in lhe soup. smanphonehlp lo comu.icale with olhes ud shovtheir eriste.ce in the grcnp. Co.fomilycan hMmc a conditio. rcsponse to lhegrodp iPavlo!. l90li Skima, 1974 citcdty Bednd. er al,, 201 0), so thls peison cmbe lccpred in rhe goup rhy want lo be.Althougl, sone pople do aot knot!usefulnes of rlE producr, rhy buy n jusrbeause then gmup do6 so. Econonisldefines confomny as an infiinsic tastc rololLow olhd (Coeree and Yanv, 2010).This knd of bcha,ior is driven by somekind ol lacros such as lopulainy, esteenrd r6pet (Bcmheim, 1994 .ned tyBe.lnar J. ct al., 2010). To halcD.Rc,VaJrtnrl Vanatlhe vololo I llei 2A11

Prcduct dilldentialiotr is m iDpon,ntlhing lhol musl be conccmcd for acohpMy, \l]1eo elmpany oltucd samevalue like tle conptno$. rhey dre noteetting lhc consunlc! rrnciion. But.rcv$cly when they diilermlialc thc

!rcduct, lhcy can bc dif.rcnt. coBuneru$slly attract by lhe ditlrnt rhings tharhas unigue ch.raoteri$ic. For this reseatun,Apple r u exdrple. Appl llrcady offeredsuperior value rh3r diltuot wirh the

T

In this resemh, producl dittrenlialion isan imponmt elemot rhat crn afeclcodsmd attitude md intenrion to*aid $csnan phonc\ brand. Conmonly-consuner che&ed for the quolily, thefealue, ed $e durability and prcductimorotion anong th sn,n phode s bnndbcfore they decide then ardtude, we Nanlto know does the product d,ferentialionagaiBt rhe compctilor aflect $ccoilm{ s buying inlmtior.

Ulilihnan value is task oridtcd andcognnn in n.tue (hmi md HaMae,20lt). Momver, Holbrook and Hnschnm(1932, cired by lrani and Eauaee,2011)hd starcd in tadilional buyins nodel, rhebuye6 is a rational dechion maldng vmts10 ndinize lilny ftom lh tusiblebeneiil of the prcduch I xho cd. beintolreied as 6eful.e$ ol thc productra$tr tlln ttc beanty. The product itselace be scen as the probld solver ftunco.sMd point of rie*. Accordins toBam and ahrola (1990, cited by Irmi &Hlnaee, 20lll thal ilneian cooslnerbchaiior h explain thouei lask reloled and

.ltional bchavior. Stahilsilz ed vycr(1993) slared thal ulihdim goods can bsetr 6 consumprion lhal coSni(ilelydnvcn md accomplished tunctional task.Funhmoie, Batra and ahlola (1991, cnedby Sindhav :nd Addidm,20l2J alsopoinred out dal urilimiid ralue can be s

smarrpno.e cm be seen as $eaeonplishmmr of tunclio.al t6k rocommuni.are to otheis. It is achievewhoeln rhe consunetr see the snar.phonc tullill tbeir .eeds lo communicale,ohe. atribute relarcd io colmunietionatrd peGonal lask. Economic concemsoptimizc lo sel a good deal to e.in sonehmcfil ol on ilem. The berenr of the snanphone cm be ncl wi{r fie needs ol lhccon$m6. Ii is n nrizins salisfacrionthlr received 6om llle producr n$lfHowever, defining shan phone buyrns 6tunclionol md obj*tive Foduclaolcitions is loo nmow to reller rhecotuplere shopping expsien (Hi6chma.& Holbrook. 1932 citcd by Irei &HMaee.20ll), Theielore, lsble 2 showsrhe contnsr behven utililarian lalue and

aieetinP ni en Nfil narsinBesureedd (ciled by McLalEllin, 2009)- nerwork operstions cmter

(NOC)Salr ()0ll)

DeReMaJmal Ma dj.tn val.9 No. t,\'lai2Al1

Isoltc.: L.htane11(1991, cite.lbr tttl ) &

The snla phone buyi.g of lndonesimyoung &luhs is afcctcd hy both of rhelalue. Thc tunctidnal t5sks of thc snr!.rphonc focihde thei life. On lne othsna.d, lhe hedonic value prceired rhourhtun a.d ple$ure as opposed to soalachievcmed (Hnschnar & Holbmok,Figtrrc l. The rese*ch mod.l

1982 citcd by Irui & Hanz&e,20ll).Althouei, both of lbeh dc imponutvalnc. lhis resesrchutih&im value tnai sanr benelll ol rnepoduct irelt Tnus. il can be h)"olhesizedthar uihanm value h.s rclalionship qilh

rcsc5rch lo achieYe respondmh wnhrsomain cnreias. tnal h. rcspondmlsknow A!p]c bred lley hlYc Apple smd

MuXiple-itm scal6 Nere ucd to neasurceacb component. The uiPolar son.gmerhod ws mployed lbr all scals. Thescale Nas neasurcd or s-poi Likert scalewith label _sEonsly disaFm'(value = l)to -slongly 4lcc (value = 71. All t'ns

sott.e de\llorod [.t rtu rc\en,.hArtituddloNlrds buying is positively elated to buying intmlions.umlp cor romnr Lpu..u\\ \.cLGdroJu.Ed6roqrJ!br) rg.Prodnct difleEntiatiotr h posirirely rehtcd lo atrnudes touards buli.8.Url dn'1.dlJerpor.ri\eb relJred odr.rJJc.rouardsbJy'3

HrH1

Dal. colleclion ard samplira d6iAnThis rcscarcb applied a sell adninhtdedquesdomajrc wnich w.s dislributd torespondents by the drop{6 / Pickupmefiod. In tne speciic, ! qucnio aicreas lelt to the respondenb whm $eYaseed to parriciparc and then thecomplered quesdonnancs were coll*teddereailcr (Ldochc el al, 2002). Apurposiv. smpling Nas sployed in lnis

tmDhisn ofrn.\psierc

DeR?Md hrndl Ma oict e ral.9 No.l, !|ei 2Al4 J]

applied in lhis research is proidcd in thc The other purpose ol pilot tcst rv6 toimlroving the questionnane by identilyinsand elnnration potenlial plDbleDr beforeusing thc qucslionnone lor thc &tud study(Malhotra,2004). hrhcpllot rcst, rn.r Nas50 questiom.irs that dislributed ddcollectcd fron rnc s$dmrs. wc calcularcihc rcliability and rlidity loi ftcindicators. The minimun value for lbeEliability is 0.7 lor Conbach s Alpha assueecstcd by Hrir d al. (2006). For lhevalidny, we sins oreded nem totalorelation. Tne v.lues below 0s ssceliminated as slegesred by Hair ct al.(2006). That wd 20 indic 06lhrt usen inrbe pilor ten. The resull sho*s fiat 2indicators should bo elininated !ft$ rhercliabiliry and v.lidily lcsl, I indicalorfrcm the srcup confomity vuiable aDd lheotnd one nom buyi.g inlcrlion voriablc.Thus. we used l8 indicalors for rhe acluxlrc{ T lcI shoNs rhc itms climinanon

Slructural equation modelins (heFtrner,SEM) wos opplicd nr IhG rcscarch toconstruct vallddion ond h,lothsis lcsting.In lhe spcific, for the consrruct validari.nolthe conslrucb nr tbis study, connnnaloryfactoi ..alysis (hereaner. CFA) of theconstrucrs wos .pplid based on sEManrlrsis. Aner conslrucr vaidny rvas*ide.ced, hypotneses wee subjected to

Pilot r6t $as mnducred nst belore rhe,clu.l tesl (sekarm md Bougie, 2009).Pilot tesr plrlose h ro nate slre that rhcquesliomanc is clearly ud6tlndable.

Total 226 qucstiomlires was disdbutedand collederl liom $udars in . privateunivsny. In lhe quesdomliB, thcr.werc 18 indicatoG thal applicd after rhepilot resr. Fon those 226 quesriomaiB,there ar 5 incoDplte q!6liomir6. Il sbeaue not all quesriomaires conplctclyfilled by lhe r6ponden6, Tolal 221qucniomaires cm be used in tnis rcserch.

Thc rsponse mre is 97.78%. Table ,lsummtuized lne denosaphic inlomalionrn used in this resedch. Thc sampleconsisred ol sllehrly morc wome.(66.06%) thu mn (31.91%). An.ng theBpondeni tbal \ra 6.?8% rhar rbe age ofthe rspondeDt belos of 18, most of thercspondenls trc hctwccn ihe ages of 182l with ilc totll of 92,30% md the otneB0.90P2 vas lbove rh 3ge of 23.

Trble 3 Pretesr Itens Elimin.rionNnmh.roflhiiirl ltehs

-1

l,:0 l8

D.ReMa Jumal Manojeher l,ol 9 No. L Mci 20 t 4

R.liabinty atrd Vrlidity Ase$m.nisReliabilily dd validityhavcten usins formessdns instrumenr. Eishen indicatosw{c uscd aner lhe pilor lest Nas cxccuted.Bur, after doins lhe reliability mJ v.lidnyaor sctual testine, ttat lnothe! one indicatorlhar didn r mlid. TIe indicator was ftodurilitarian yalue lriabl. Rcliabilily habem execntcd nd belore th validitybccluse Eliability is a rcqnnmenl to

,sse$ tnc ldlidity ol lhe consrucls(lacobuc.i & Churchill, 2010). Relirbilirywd executcd usi.8 tte intq - irdconsisrmcy of neasure Cionbach's AlphaRefeN b SekaraD and Bougie (2009) themi num Cro$lch s Alpha f.r ne.suri.grhe reliabihy is 0.70 lnd for the @mlnredncm

- lolal corclation is 0.30 rs sho{r in

D

r6edh. !i6l l}?e is conrcrse vdidnyrhat Nine E+loiatory Factor Analysis(Table 61. Tlrus. lhe olhcr type lor lcstinglalidny is disrimin t $lidity osing lhePexnon corel,ho. as sho*n in Tabl. ?.

I R

T tl

Sart.: ahdlsis oJJietd datoValidity testing sill b easuled antrtinishins thc reliability restins. In $istu*,rch, rhe factor dalysh was ruminsusing vditrax rotation Thcre lre lwolwes of ralidiry test conducled in lhis

15

18-21-21

l5144

292.30%

Sa rte: AMlrsis oflie111dakt

ryI1ryILINT4

05I

f o 5r.r

uvtuvluvl

tu R.Ma lutnal Matat.hah yol 9 No. 1. Mei 2A I I t5

INTI , 0.760

o.8to

0 712

Tablc 6. Explonlory Factor

saurce: lrallsis ojletd da,aTic other lr?e for lc$in8 validily *asdhcrimnranl lalidity 6ins PesonCorelation Anollsis. Table ? described usrhc comlation bchvccn thc variablcs. Thchigncn corclrtion is b.rrvccn artitudelowdd buying dd buying inlention

(0.2s3) lnd oppositely lhc lowestcorelation h betleen tbe srcupc.nfomily agninn alt,ldde towdd buyi.e( 0,0?5). Conelations Nift $c othrvlnables less rhan 0.70 arc acccpred ror

inplies the good fit betwem tnc.oldidces 6om the d!t! and rhe CFAnrodcl (CMIN/DF = I 43r, GFI : 0.92s,AGFr = 0.894, CH = 0,944, RMSEA0.0,1?). Th rable also indicalcs that dlstddlrdized,egression weighls are

T ht

Sowce: Anabsis oIlield dataNac @l the Rcs"n oIAYE

Structural Equ.riotr Modelstru.tural Equalion Model (SEM) waapplidl ro rest th !6e&ch hlTolh6cs.There ae two $eps that applicd toapPrcach in sEM. The 66l onc wasConilmatorv Factor Amlvsis (CFA).Table 3 shown rhe resnlt ftom CFA lhat

trv INT

0,851Itv

0.J58INT

DaRetla Jur al Mahdj.hen vol.g No I Mei 2011

srmdrdizcn Recression lveiEnraoN.1

Tlis sudy dGclss about fdctor th,tiniluencins )oung adult s buynrg intentiorof sn0npnone A ppl c. A strons rel.tion sh ipof atirude rowdds bqing xith brringi.ie.rion rvas lccl neJ 6y tncory ofreasoncd .clion (19?5). Morcorr thnrescmh fonnd losi6e relarioNhip $rvcll. Thc lositiye rcsult belNefl anitudedd inlention in mn pno.e produ.r 0lsowas supponed in tne vinrrda andSihombing (2011) reser.h. The resultsshow when consunc4 have aftitldeagainst b$nds there aho a posiriveinlotion agxinst br!.d. In lhe aciual lifepnctical, a lot of coDpery should havesome smlegy 10 make lhc consuner n,tesrhei. ltftude asanrst rhe brod. w_hm rhdare posidve dtitude, consumd.ko nave anorc chmce to make rhe intcnrion agdnsithe bEnds. Tnerefore, Bho thqc i!6 apositivc aitilude. rher is aho big chaflcefor th coning ofpositiae intnlion. In theorhs h!nd, when thse lrc .cg.tivcatitude asainst bmds, lneE will be a.egative i enlion. Slatistical r*ults oasnafr phone buyins nxenlion re majo.iryyoug poplc agc belveen 13 23 yern.This youns adult have strong nnendod tobuy sman pho.e espccidly Appl brmd.Tnde m ihr@ facto$ tbal influencingco.smeas rtilude toslr,ls buynrs Thoserhree lactoA are goup confomny, prcducrdifTsmtisrion and uriliianr. linrThe rcsultolth malysis showed a rejectedrclation berw*. gtuup @nromity andaltiludB lowrrds butrng d lhe s@ndhlFtnesis. Hence, youns adulls didn tinlluaced by the social ovironme.lThere re two rasons why this relaiionshipnol supponed. Fns! acordnrs toSihohbing (2012), lndmesian younsaduhs chu8e over frcm olletilism toindividn.lisn. I shows rnat group does.otinllude annude rorv&ds buyingsnartphone. The luitude ol consmer'sbuyins behavior afecied hy indilidual

prefcrcn.es ed lh. prc,llct ilsell Second,lhe tuncrionsolsnafl phones are fnciliratcsinLnndlion dd connnunicarion not onlyfot prestige nnd sclf-xistence (Iuspnr.2012). \'Ioreovr, Puspna stared IodonesiaDyoung adults cnege froh .onsumptve loproductive. Tnar is ihe Elson conlonnir,not .o.sidered inponaDt to thm.

Tne third h$olhesis ws the relationshipbeweeD produd difr(otiolion ondaltirudes lowdd buying has bed show.have a positive iel.tio.ship. Tne rcs0lt ofdre dara anallsis presmted $e productnsef eilecr consuns's anitude. Thepioducts lrolide superio! voluc to tncconsums Ih the olher competilos. Asshown in heraturc roiew. the value of theproducr is necessary su.h s quality,Ieature, afld brmd .nd mmy nore.Moreover rnc fcaruie inside the prcduct isaho inpond to afst coNmq's.ttituds. Reed (2010) explained thal.utomec hlye a rvillins to pay lbr lhevalue lhey reeived. Tnh situalio. happe.$hm there rvas difermlialion rnac Nas .diferent value o6rcd by ompony.Consmds set ttir attitudcs ag.insr b@dbscd on the dilrmt values thal coinpany

Tte contot value of lhe pmdud such 6comunicarion lools,.dnq4 Hninder.erd access lo the intmcr arc imponanr.But, the resull alysis snowed a rcjccredrclalion tctwccn utilitdm value mdanitudes lowtrds buyiog at the founhnr?othesis. Therc re lwo reasns lo shovsihc rcladoN betqeen utilit ian vElue a.datlitude lowards bIyins. Fnst, IrdonesianYoug adults anitudc lo snan phone beafeted by th brand {Movosii, Kompas.20ll). Apple smarl phone oltercxclusivm6s lor rhe uss and it n aholacilitares the useF Scond hedonicexpdimce in slopping ffi onenconsidered as noic imponant (Bloch &Btuce, 1994; Shny, 1990, cited by Irlni &

DcRt,UaJu' olionat.ntn tral.9 No.I,Nct 2All

Huzae, 201l). Hedonic experience suchas tun, pl.6urc, f tasy and many morcirc nrorc imponrnt than tundion {luc ofApplc snan pno.c. Inougn, Lrdonesiyoung adult .hMge lion consrnptive roprcductile (He. l0ll). n.donicexpeience also EDains onc of Ihe

Con.lusio., Linit tions, andRccommcndatiotr for ruturReserrchThe resull of rhis rcsmh ilhstale rhanituds lo*&ds pmduct are sigilicanrprdictos of prcducl diferetrtialion. Asrvell it h al$ sisnilcant predidors olbuying i.ldlions. Ho*!er, there de threclimii,ri.n! .f rhk reserrfi Firr ihkresearch lse pnmosivc sampli.s otr non

probability smpling. These ldnds oismpling Eslrair eenenlizabiliry results.lhrt is {hy tulxrc rcsc!rch considcu nrorcrespondarts rhal rcprescnl uss of Applesmd pho.e especially in lndonBia

Second, a limildtio. using ooly onespecinc calegory braDd prcduci rhar usin8Apple sman phone. Thscforc, turuBrcscarct c0n be qrended lo dil&renrblandsuch 6 Bhckberx SlmsuDa. Sony, crc.Tnnd limilolion of this rcsearch is lpplyingulilit.rian value as vaiiable rehted toco.suneas . nude towdds buying only.Thus, tuture rdearch may rcllic.te andcxtcnl the rcscarch modcl a.d including

Black$ell, R,, D Soua. C,. Taghian, M., Enacl, J {2006) CoNtnet BendiarPd.m. ,.Irp' 'od.r. Melboume: Thomso".

REFfRENCES

AgNal. S. & Rmlswmi. S.N. (1902). choice or roreie! martet enrry mode : ihpact ofown6hip, locarion lnd inrenalization fados. Joumal ofl,ten ianal B sihtst

Bednar, 1.. Brmson, A., Jon6-Rooy, A.. Pase, S. (2010). Emesent cullural signatur* Mdpmiste.ce dive6ny: A hodcl of confomitr and onshtency Ratianalirr a .lSo.Er|, 22(4),40? 4,14.

Bruno rr, G. & H.sel. P. (1992). Morketins Scoles Handboak: ) conpilatio .f Mrlli-//", ,vnsxrer. chicago: Amficafl Mrketins Asso.iation.

Davdson, E.. Apple DiJftrotiation Slmtesy [Online] Avaihtlc tthltp,'/ww,ehow.convway 5815?45 apple-diferentiatio.-st atcsy.html. 20l3

Donrhu. N., & Gilliland, D, Obsflations: The infonmial slroppt. Jotmal ofA^prlisi"gR4?,/.r, 1996, Vol 36,\o.2,69- 76

Dzixomu. R. (2013). Iactor effecing mobile phone purchase in the s.ealer Accra regio. ofChm: A binary losit nodel apptuen. Int.rkdtio"al Jownal olMa*eti C Sndi.!,Vol.5. No.6. l5l - 154.

Espjel, J. Fudos, C. & Fllvib. c. (2008). A key faclor of consuns loyalty and buyinsintmrion ofa PDO food prcdu.t, British F.od Jotmal, vo!. 110, No.9,865 331.

D?RrMd J thol )Vdhnieh. val.g Na. L \lei 2AII

Evos, M, Janal, A., Foxall. C. {20Aq. Co"iqn Belgtior. Spain: Iohn wiley & Sons,

Fnhbein. M. & Ajzen, L (1975) B.li.l, trhulc, I t."tiah ohd B.hati.t : .1n lhn'o.lu.tionto7h?oryand Reseorch R?ading, VA: Addison lvesley.

cabisch. J.A & Gwetu. K.L. (l0ll). Inlact of vinull brand cxpcrisl.e of purcnascinrcnrions : the tulc of nultichnnicl cong cncc. Jauntal of Eled@ic Can noc.nerea,lr.vol. 12,No.,1, 102 319.

Hid,yai, A. & Di{Nasri, AH.A (2013). Fsctos influencing anitudes and inrmrion topurchase counlerleil luxury bnnds anrons lndonesim consum6. L,"na,D,.lJo nalof a'-ketins Stdiet. v ol. 5, No. 1, I ll 151.

Chrzzai, H. (2012). Consme! confomity and vanity in lenically diflqe.tilted markel.lntematioaal JoMD I oI Busi 6s

",l s,.ul s.r,.e, vol. 3 No.l 5, 92 93.chosh, S. (201,1). Blackberry bets on phone with Ovcny Kcyboards [Online] Availablc at

http/Nww.pcprc.co.uk/new 86.19.1,t'lackbeny-beB on phon6 wilh q$eny-

Hair I.F,. Black. w.C, Babin,8.J., Andeson, R.E. md Talhan. R.L. (2006). Mrrndri,rdDdld,.l,a/rrn 6th cd, Pearson Prenlice Holl, Upper s dle Ri!r, NJ.

Han, Smanpno.e, Gampang brcwsins bulm smssi [Online] Av,ilable athltor/wv.naleg-mst.comrt'ailautama/bermpuarrmleend?6091 jmaft .honc-san, an e browsin ebukan-cuma- len ssi-. 20I 3

Hsnzaee, K,, & Klonslri, Y, (2011). A r\iew ofire role ofhedonic drd udhans yalue onoslohd's sriisircrion md behvioral 1nt6tion. Inlenlisciphory Jownol oI,t.real., ,r ,ur,esr, Vol. 1 Issuc. 5,14

- 45.

Holaanh, M., JanGzcwski, C., md Nennm, N.M. (2006). Tne innumce ol alara$ ononlineconsumershoppidsbeha\iot.)ounolal\tdfkaling.val.70,No..l,l9-16.

Hooper, D., coughlan. r. md Mull6. M, R, SmcrMl equaio, modeling:Guidelines fordetminins model fit. (2008). Tie F,lectro,ic Jounat of B6ine$ Relearch,Y"rrdJ, Vol.6.Is e 1,53 60.

Irad, N , & ltuaeq K. (201 I ). Th eiIe.B of vriery-eekihg buying tendercy ald pnccsensilivily on utilitarian md hedonic value jn apparcl shoppins satisflction.lkternationdl Jownal ol a*err{ Ser/.?r, Vol. I No. 3- 89 - 96.

Jrvadi, M.H.M.. DolarEbadi, H.R.. Noubal(nsl. M., lousaedi, A., Asadollati. AR.(2012). An malysis of faclor alfehng online shopping behavior ol consumds.lntenationl Journal of Mdrke,,,g S,d,.r. Vol. 4. No, 5, 8l _ 98

D.ReMal nalUa ojent.h llol9^o I M.t 2Al4

K, H Intlumce of product t}!es on onsunreis dlitude towards online shopping : dnempnical srudy in rhe I ian cantett. Iht.notio ol Jawlal of Md*ernts Snklies,2013. Vol. t, No.5,.11 52.

](a e,l.R. (1995). Obsenations: Rol.-rclaxcd consuD.6: A,/,1.i./ris/',gn r.d/.r, vol.35,No 2,66 71

(odel P., Amsrrons- G., Bturvn, L., and Adair, S. (2006).

tMd olthe nincries. Jou,,u1

Marketing, ?th !d. Pecson

(lick, ,., & Parisi, F. (2008). Social n.Norks. s.lldmial. ed nediu pEfmccs:Confomity as m elolutionary sturegr. ttLe Jo rnol af Sacio-E.ahokti.s. 1320

Llbfcque, L., Knshen, A.. crzeskowiak, S. (2011). Exploing $cial dotivadon lor brandloyalry: co.fomny lmus cscapisn Joundl ofBru Ma$sm.,r, vol. 18, 7, ;157-171.

Larcche,lvl., Papadopoulos, N.. Hslop, L., & Bereftn. J. (2002). Effsts of SubcultuolDiflertrces on Country add Poducl Evaluations. JaMal ,/ Co shet Behotior,v.l 2N. 1212-247

Limg, YI. (2012), Tlc Elalionsnip belween consuner product involvme . productknosreJge, Md impuhive bnrng ben!\'ior. Ptac.did Social a d B.loriatdlJ.ien.er, vol.57,325-110.

Lolen, M, Peres, R., Shachd, R. (2013). On bnnds od on wods of mouth. J.rr,?/,/jlarkeihR Revarch, vol. 50 Nn.4, 421 414.Llnpkin. Jams R. (1985). Shoppins Ori@htion Sesment ion ol the Elddly consumer.

JAMS, l3 (Spring).271- 289.

Madahi,A.. & suloii, L (2012). Tnc efl{t ofextemal faclos ol purchasc intmtio. moncslyomg gendation in Malaysia. /,tetnaianal B$iness Research, v ol 5 No. 3. I s3 _

Malhotra, N. K (2 004). ,varnel inE Research An Applied oriema.r,,. Nsv Jeseyi Pea^on

Mclaughlin, K.. BlactBerry Users Call For RIM To Reihink Swicc [O.line] Avoikbh alhrlb:rwww.ch.con ncwrmobilitv/22200258?,'bhckbw-usen-call-6.nm{o-rdhink-rnicehhr 2009

Onwuegbuie. A,, Dictinso.. W., Lech. N. zoran, A.coll.cting and ddl,zi.g dala in foNs erou!Qtulitdt^,. Merhadolas/, vol,8. Na. 3.

(2009). A qualitative lianeNork aorrcs.arcn. hknatiohal lnstuute Jat

n.R.Ma.hmal Manai. .n trol.g Na. I Mei20|a

Osnd, N1., Sabudin, M., Ostud, A., Shians-Y6, T. (2011). Cofiumerbehalioi ro*adsusrse ofsmafiphonc in Mals'sia.201I htennlio al Cot'krc c. ot &li\"re oklCo"\,no )tulicttio !,1PCS|7 Vol.g, 158 - lsg.

Osman, M.- Talib, A., San6i. 2., Shiog Yen, T.. Al*i. A. (2012).snanphone d its usage behavior in Valaysia. ,rcr,?r@d/,lftllitechks antl th.n Appli.nrion, vol. 2, No I , 2?.1 135.

oulslnta. A, Rarrmbury, T., Nla, L, Railq E. (2011).Habirs nii.epcrasive. Pm UbiquitCohput, I - 6.

Puspira, R., SMARTPHoNE, buuh aou sekedd gencsi? [onlin.] Alailable athnpr^tude.l ee.is-irs.dd/-ratihprim,busoitrPROYEK%20AKHlR%20F1)a/anikel.hlml. 2012,

Re.d, P. QA10)- Sl''ot.si MdAztins : Decision naknts & pldn,,,g, 3lh cd. AuslBlia :Cengage Leming Austdlia Pry Limncd.

sallam, M.A.A. (2011). The im!r$ of source cEdibillly on Saudl consumer:s atlituderowdd prinr adlertnment. : rh. modmring rolc of brrnd fadil;tity. Intentati.'1alJaurnal ofMarktke Sttdie! ! ol. 3, No. ,1, 63 - 7r.

Sakr S., Samsung promises -dllferenlioted sndphones bose o. its camm expeniselonlinel Avaihble al htip/ vivw.cngadge.con/201l/I2lI3/ssmsuns-noleldicnll-imlei.s-into{obilc'divGion/ 2013.

Sdkr, A (2011). lmllct or urilitd.. and hedotuc shopping values on individual'spdceived bocnts and risks nr odine sboppins. Lrelnari,n,/ Ma acen.nt Rari.$iVol. ? No.1.58 - 64.

Schiilhan. L.G.. Kanlk. L.L. whoblit, J (2010). Co,s,,,er r?r,,-/, l oth ed. NsJeEey: Pcrson PEnrice Hrll.

Setdan, U., & Bousie. R. (2009). Res?ar.h M?thatls fu B sinc$ A skill Btildirs,1ppre.I, sth ed. Unircd Ki.gdom: ,olxr wiley & Sos.

Sin.lhav, B., & Adidm, ?. (2012). Hdonic and urililais values ofa sflice expdie.cewnh a nonpronr: rhc rolc of idotincaian. lkte oiaka!Ma qe ent leie\vot. a

Sihonbin& S.O. (2012). Individuahnre, ten nilli yang nendnin. Inwstbt Ddilr, t6

Sloan, P., Bman, M., ZcislerHill, v.. Bnllock, JacgBsion: confomily sd dissold efccl.Psy.hol"f,'r, vol. 28 No. 5. 535

- 553.

(2009). 6roup infludcs on selt:Jo$hal af Social ad clinical

DeReMahrnol Mdnaieneh v.L9 No 1. ei2014

vergra, R. (2012) Sanrsus .lcctronics ed Apple Inc.: A study in conidst in v.nicalnnegration in the 21sr cenury. /1n1.ti.1n thtthitiandl Jottlol oI Cont.Dtpa'ortnesed,?,,, vol.2 No 9,?7- 79.

wooJcock. B, Middlelon, A.,Nonclifie,A. (2012). Consid.nng rhe indphonc lcme.a.in!stisation into studmt inrdest ir lhe use of pe onal technolosy ro enhmce th.irlemin9. Sttkl.nt E sasentent atu|Ev*idce Jor ol,vot.t,tssnet,2-1.

Slendsm, M.F., Houlra.d, S.A., Cronhaug, K., llammwoll. T {201 I ) M ketins sthles,aid custoner nrlolvemenl in product ievclo!ffdt. Euop.dn Jouhal of a&.ti g.Vol.4i, No..1. 5ll - 510.

Yulishdn (2011). Factors lhal inilumcc customrs buyins inlenlion on shopping onlinc.Int tuntionnl Ja nal afMa*.tinq st,r"s, vol. r. No.l. 128 _ I 39.

DpRptnd.ht al tlanai.n ,yol9No I Mei)Al1 ,11

L Pdting bagi sa_va baeaLmana orane bemiknnensenai Dmnr.ilan sava

2. Kerika sya nen,iliti keridskp,*iln m.l)8mibaeai'nrm p.nlaku di lingkun-q:n soshl, sayanencobr mt'kmelakuku yrn! oong hin

3. S.r. ak.n ncmbelr aDrEne re'mn sarabeli1. !fllins bagi i)" unruk mcnlcsurikln dseln

kelon ok din,a.a sar2 btada

1. Teknologi ptuduk Atple b$bsda dln apa yansdicmr*an oleh kon,pdilor lai'r

2. Konpenlensi (lirw fitur) Apple odllah sp6ifikI Produk Arrle be.bena d iapavrsdirualol.h4. Apple urenpunlai portrt uduk brino\ asi

dibrndi.qhn kom!eliror lanr

l. saF memsa kecewa jik. saya ddlkn.rd.D.rkm apa yatrc s,ya buruhkn diddrmsarn roko schinccr hans mmcan ke 10ko lainnya

l. sava haDra akan mmbsli aDa vans sava i.ctuIan2. Ketika akon melahkan peinbelian. sar? hanla

,1. Plda 3a!r saya berbi.ara mengen, i s D"nphom,srva a*an ncnlal an 's8vr" bulan "ntftti"

I srvr indwkai mcmbeli smnDhone A.Dle2 Ad.lah nu&h unruk sata membeli smanphonc3 Umumla saya mehk m pembctim smnphone

dc.6. tid,k diren.tndk "

,1. Ketik aLln mclakukan pembelid Smnphone.saya selalu memiknkamra seaE hali hari

I Ji*a Apple Dengelurkan ranrn pmduk bm, salt2 S,ya b.mi't n!tuk lens membeli Smnphonel. Pend,pd sayr lrhadap Smanphone Apple ym!

menFrihn saya unrut nclaluk n pembel ian.mduk rerebut kem6ali

4. Jika sa) lidrk bis. nenenukn SmanphomApple di roko yanE 6hsa. saya 3].n bmcfinya di

DeReMa.hindl Mdraiane lal.9 Na 1.Mei20!4