Keputusan Pembelian Generasi Z Atas Ponsel Pintar: Peran Brand Consciousness, Price Consciousness, dan Gender
DOI:
https://doi.org/10.37477/bip.v17i2.760Keywords:
brand consciousness, price consciousness, purchase decision, gender, generation ZAbstract
Smartphones have become a significant element of Generation Z's life as they are heavily reliant on technology. Nowadays, Generation Z tends to be involved in making purchasing decisions for electronic products. As a result, it is critical to understand better how they make smartphone purchasing decisions. This study aims to analyze the influence of brand and price consciousness on Generation Z's smartphone purchasing decisions. This study also tested the role of gender in the relationship between brand and price consciousness in purchasing decisions. This research design used a survey by distributing Google Form questionnaires to respondents with a Generation Z profile in Surabaya Raya (Surabaya, Sidoarjo, and Gresik). One hundred eleven responses were collected and analyzed using SmartPLS 4.0 software to perform Partial Least Square-Structural Equation Modelling (PLS-SEM). The test results show that brand consciousness and price consciousness can enhance purchase decisions. Testing with multigroup analysis (MGA) shows that the influence of brand consciousness on purchasing decisions depends on gender. However, on the contrary, the influence of price consciousness on purchasing decisions does not depend on the gender of the smartphone consumers who participated as respondents in this study. The findings of this study provide an understanding of the importance of organizations comprehending the profile of this new generation and their expectations regarding smartphone products.
References
Anish, J. A., & Sengottuvelu, C. (2018). Social factors influencing the smartphone purchase among the Generation Z. International Journal of Human Resource Management and Research, 8(5), 1–10.
Axcell, S., & Ellis, D. (2023). Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension. Young Consumers, 24(2), 184–202.
Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430.
Blanco-Encomienda, F. J., Chen, S., & Molina-Muñoz, D. (2024). The influence of country-of-origin on consumers’ purchase intention: a study of the Chinese smartphone market. Asia Pacific Journal of Marketing and Logistics, 36(7), 1616–1633.
Cheah, J. H., Thurasamy, R., Memon, M. A., Chuah, F., & Ting, H. (2020). Multigroup analysis using smartpls: Step-by-step guidelines for business research. In Asian Journal of Business Research (Vol. 10, Issue 3, pp. I–XIX). Asia Business Research Corporation.
Gentina, E. (2020). Generation Z in Asia: A Research agenda. In The New Generation Z in Asia: Dynamics, Differences, Digitalisation The Changing Context of Managing People (pp. 3–19).
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Herjanto, H., Amin, M., Purinton, E., & Lindle, E. L. (2024). Secondhand clothing purchase intentions: Generation Z’s perspective. Journal of Global Responsibility, 15(1), 53–72.
Hinduan, Z. R., Anggraeni, A., & Agia, M. I. (2020). Generation Z in Indonesia: The Self-Driven Digital. In The New Generation Z in Asia: Dynamics, Differences, Digitalisation The Changing Context of Managing People (pp. 121–134).
Hosain, M. S., & Mamun, A. M. A. (2023). The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries. Business Analyst Journal, 44(2), 84–105.
Kautish, P., Khare, A., & Sharma, R. (2020). Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption. Journal of Product and Brand Management, 30(4), 513–531.
Latif, K. F., Tariq, R., Muneeb, D., Sahibzada, U. F., & Ahmad, S. (2022). University social responsibility and performance: the role of service quality, reputation, student satisfaction and trust. Journal of Marketing for Higher Education.
Memon, M. A., Ting, H., Cheah, J.-W., Thurasamy, R., Chuah, F., & Huei Cham, T. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), 1–20.
Muhammad, A. S., Adeshola, I., & Isiaku, L. (2023). A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment. Young Consumers, 1–21.
Palazón, M., & Delgado, E. (2009). The moderating role of price consciousness on the effectiveness of price discounts and premium promotions. Journal of Product and Brand Management, 18(4), 306–312.
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372–385.
Rihn, A., Khachatryan, H., & Wei, X. (2018). Assessing purchase patterns of price conscious consumers. Horticulturae, 4(3), 1–16.
Salvadorinho, J., Hines, P., Kumar, M., Ferreira, C., & Teixeira, L. (2024). Empowering Generation Z in manufacturing organizations: a 6-factor self-determination extension. Journal of Work-Applied Management, 2021.
Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2024). Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy. Arab Gulf Journal of Scientific Research, 1–19.
Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. The Journal of Consumer Affairs, 20(2), 267–279.
Suprapto, W., Stefany, S., & Ali, S. (2020). Service quality, store image, price consciousness, and repurchase intention on mobile home service. SHS Web of Conferences, 76, 1–10.
Yasin, B. (2009). The Role of Gender on Turkish Consumers’ Decision-Making Styles. AP-Asia-Pacific Advances in Consumer Research, 8(April), 301–308. http://www.acrwebsite.org/volumes/14815/volumes/ap08/AP-08http://www.copyright.com/.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dhean Putera Bramantio, Fenika Wulani, Visi Saujaningati Kristyanto
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors publishing in this journal agree to the following terms:
- The author retains copyright and grants the journal rights of first publication with the work simultaneously licensed under a Creative Commons Attribution ShareAlike License License that allows others to share the work with acknowledgment of the author's work and initial publication in BIP's: Journal of Business Perspectives.
- Authors may include separate additional contractual arrangements for non-exclusive distribution of the published version of the journal (e.g., submit to an institutional repository or publish in a book), with an acknowledgment of the original publication in this Journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their websites) before and during the submission process, as it can lead to productive exchanges, as well as citations of previously published work.
Each author is expected to complete the copyright process with a document of the originality of the manuscript, the templated document is below:
7.png)
6.png)
2.png)
