Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)

Elderly Motivation in Smartphone Purchase

Authors
Ainur Rochmaniahainur@umsida.ac.id
Communication Study Program, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
Elisha Widya Putrielishawidyaputri077@umsida.ac.id
Communication Study Program, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
Totok Wahyu Abaditotokwahyuabadi@umsida.ac.id
Communication Study Program, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
Corresponding Author
Ainur Rochmaniahainur@umsida.ac.id
Available Online 29 November 2021.
DOI
https://doi.org/10.2991/assehr.k.211121.031How to use a DOI?
Keywords
motivation; elderly; brand image
Abstract

The cellphone company has produced a variety of more innovative and sophisticated smartphones each year targeting all consumers, from children to the elderly. More than 10% of smartphone users are elderly. This research aims to analyze the effect of motivation of the elderly and brand image on smartphone purchase decisions in Sidoarjo District. The research location in Sidoarjo District with a sample of 78 elderly people and sampling using random sampling. Data collection through questionnaires and data analysis with multiple regression. The results of the research concluded that the motivation of the elderly and brand image had an effect simultaneously. While the elderly motivation variable partially influences smartphone purchase decisions.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 November 2021
ISBN
978-94-6239-460-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.211121.031How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ainur Rochmaniah
AU  - Elisha Widya Putri
AU  - Totok Wahyu Abadi
PY  - 2021
DA  - 2021/11/29
TI  - Elderly Motivation in Smartphone Purchase
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 134
EP  - 136
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.031
DO  - https://doi.org/10.2991/assehr.k.211121.031
ID  - Rochmaniah2021
ER  -