Abstract

The main purpose of this paper is to investigate the factors that influence the dependency on smartphones and purchase behavior in Indonesia. Data collection was conducted using questionnaires distributed to 4G smartphone users in Indonesia. Non-probability purposive sampling was used to collect data from 441 respondents. Analysis software using Structural Equation Model (SEM)-Amos 20 to review revealed the factors affecting the use of 4G smartphone purchase behavior. Results showed that social need, social influence, and convenience had significant positive effect on dependency. Social influence had high score that means customers have high good perception for variables. A significant relationship also existed between dependency and purchase behavior of 4G smartphone. This research suggested to increase social influence through increasing family factor that conducts promotion strategy. Based on descriptive result, in order to give a good promotion strategy, the smartphone manufacturers should give priority to word of mouth strategy. Keywords: Social need, Social influence, Convenience, Dependency, purchase behavior, 4G smartphone.

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