Research Article
The Influence of Smartphone Design on Millennial Generation Consumer Perceptions on Brand Attitude, Purchase Intention and WOM in Indonesia
@INPROCEEDINGS{10.4108/eai.19-7-2022.2328276, author={Paulin Irene and Gita Gayatri}, title={The Influence of Smartphone Design on Millennial Generation Consumer Perceptions on Brand Attitude, Purchase Intention and WOM in Indonesia}, proceedings={Proceedings of the 3rd International Conference of Islamic Finance and Business, ICIFEB 2022, 19-20 July 2022, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={ICIFEB}, year={2023}, month={4}, keywords={product design psychological response brand attitude wom purchase intention}, doi={10.4108/eai.19-7-2022.2328276} }- Paulin Irene
Gita Gayatri
Year: 2023
The Influence of Smartphone Design on Millennial Generation Consumer Perceptions on Brand Attitude, Purchase Intention and WOM in Indonesia
ICIFEB
EAI
DOI: 10.4108/eai.19-7-2022.2328276
Abstract
Today’s company is also looking for ways to meet consumer needs, to stay ahead and competitive by investing in innovation not only from technology but also from design, as the company is currently able to launch breakthrough product designs. Product design is a key success factor in the market which not only attract the attention of consumers but also can communicate the product value and closely related to consumer behaviours. By using a quantitative method and the use of the S-O-R model, the purpose of this study is to examine the effect of product design on smartphone breakthroughs and the effect of product involvement on the process psychological responses (cognitive and affective) especially in millennial consumers and to see the role of brand attitudes that affect consumer response (WOM and Purchase Intention). The result indicates that there are significant relationship between NPD and psychological response. In addition, functional dimension is the strongest dimension in NPD.