Influence of Product Consumption Value and Service Quality on Purchase Intention Toward Flagship Smartphones (Case Study Samsung Products)

Abstract

Background: The premium smartphone market in Indonesia has shown promising growth driven by increasing purchasing power and evolving consumer preferences. Flagship smartphones are no longer merely technological tools but symbols of status and identity, especially among Generation Z.  
Purpose: This study aimed to investigate the cognitive and affective factors influencing the purchase intention for flagship smartphones among Indonesian Gen Z consumers and to develop managerial implications for marketing strategies.
Design/methodology/approach: A mixed-method approach was applied with quantitative data from 120 Gen Z respondents, analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings: Functional, social, and epistemic values significantly and positively influence purchase intention, while emotional value exerts a significant but negative effect. In contrast, monetary value and retail service quality were found to have no significant impact.    
Conclusion: These results suggest that Gen Z’s purchase intention is driven more by perceived functionality and social signaling than by price sensitivity or service experience. This study contributes to the literature by contextualizing consumption value theory in the luxury smartphone market and offers strategic insights for marketers targeting Gen Z in emerging economies.
Originality/value (state of the art):  This study offers a novel contribution to the field of consumer behavior and marketing in the luxury technology segment by integrating the two-path affective behavior cognition (ABC) model with the Theory of Consumption Values (TCV) and service quality dimensions, an approach that has not been extensively applied in the context of flagship smartphones in emerging markets.

Keywords: business management, purchase intention, ABC model, consumption value, service quality