UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) PRICE PERCEPTION OF CONSUMER (STUDY IN SMARTPHONE MARKET). PRICE PERCEPTION OF CONSUMER (STUDY IN SMARTPHONE MARKET).
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Abstract
Smartphone market in Indonesia is growing rapidly in the past 5 years, triggered by the increase of internet penetration rate in Indonesia. Highly competitive market then formedby high demands of smartphone product and a lot of smartphone producers who enter the market.This high competitive market give consumersexposed by a lot of choices on smartphone products with varying price range. It makes decision making process of consumer become complex. Price is one of important marketplace cues for consumers that is use in their decision making and every consumer think and react differently to price.Thereby knowledge about consumers price perception and their characteristic is very important in strategy formulation and determination of price for product. In the marketing literature, there is not much consumer study about price perception in smartphone market especially in Indonesia. The purpose of this research is to examine price perception and the relationship among its dimensions in the context Indonesian smarphone consumers. This research is explorative research and use descriptive quantitative approach. Total respondent was 200 people with sample extraction method use accidental sampling technique. This research shows that consumer in Indonesia has a very good knowledge about smartphone price and this make high sensitivity toward perception of smartphone price
| Item Type: | Article |
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| Subjects: | L Education > L Education (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Education |
| Depositing User: | Mr Edi Surya Negara |
| Date Deposited: | 22 Jun 2022 02:44 |
| Last Modified: | 22 Jun 2022 02:44 |
| URI: | http://eprints.binadarma.ac.id/id/eprint/14257 |
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