The Effect Of Online And Offline Social Information On Smartphone Purchase Decision

Online and Offline Social Information,nowadays is a tool that has been used widely as a marketing tool for a business to improving the performance of the business and attracting potential customers.It has been utilized by business as a mean to increase awareness of products,services and even the business itself,strengthen the customer-business relationship,promote the engagement between customer and business and more importantly influence customer's purchasing decision.The aim of this study was to examine the most important factor influencing customer purchasing decision and to examine the relationships among brand image,product feature,price,perceive quality,online social information,offline social information,and purchase decision.Therefore,this study was conducted on 244 participants who is from Generation Z and have a purchase decision on smartphone the future such as iPhone,Samsung,Huawei,Oppo and Xiaomi that was impacted by online and offline Social Information.The structural equation modeling Automatic Linear Analysis and hierarchical regression in SPSS 25 were used to test the six research hypotheses.As the results of Regression Analysis indicated that the six hypotheses were significantly supported.In addition,the result of simple linear regression showed that price is the most important factor of customer in Phnom Penh Cambodia in term for choosing a smartphone brand in the future.