Elderly Motivation in Smartphone Purchase

DOI

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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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  - 10.2991/assehr.k.211121.031
ID  - Rochmaniah2021
ER  -