Elderly Motivation in Smartphone Purchase
- https://doi.org/10.2991/assehr.k.211121.031How to use a DOI?
- motivation; elderly; brand image
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.
- © 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 -