FACTORS DISCRIMINATING FLAGSHIP SMARTPHONE PURCHASE INTENTION BETWEEN MALE AND FEMALE CONSUMERS

Abstract Flagship smartphone is the most complete feature and high-end specification of smartphone with the highest selling price for a particular brand. There are four factors that affecting consumers purchase intentions of flagship smartphone, brand reputation, price fairness, newness of Features, and social pressures. The aims of this research to explain what factors have discriminate role of flagship smartphone purchase intention between male and female, and indicate which factor has the greatest discriminant power. The research is a comparative study. Data collected by survey method through questionnaire, then analyzed with discriminant analysis. The results, peer pressures and price fairness significantly differentiate the purchase intentions of male and female consumers while brand reputation and newest features do not significantly discriminate purchase intentions between male and female in Denpasar. Based on the power of discriminant, social pressure has the greatest power, and followed by prices fairness factor. Keywords: Flagship brand, smartphone, brand reputation, price fairness, features, social pressure, purchase intention