Zahid, Wahid
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The study aims to probe the effect of perceived price, perceived quality, brand awareness, and social influence on purchase intention of South East Asian (SEA) Young Adults towards global smartphone brands. This explanatory research uses quantitative empirical data collected from 200 SEA Young Adults studying in one of the public universities in Malaysia. Stratified random sampling is used while ensuring fair representation of SEA countries, viz., Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, and Cambodia. Correlation ...
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[Place of publication not identified]: Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2016
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