Factors Influence Brand Recommendations among Smartphone Users

Abstract

Voluntary action from customers to recommend the brand is crucial to influence company profit. This study wants to identify the factors that influence brand recommendation among smartphone users. Brand competence, price, and brand image are all under investigation. The sample consisted of students from the Universiti Teknologi Mara. An online questionnaire was distributed to respondents, with 195 data collected and usable. The entire dataset was analysed using SPSS to assess the correlation and regression effect of each variable. The study discovered that brand competence, price, and brand image, has positive correlation with brand recommendation. Regression analysis also indicates that brand competence is the most critical factor impacting brand recommendation. The findings serve as a reference for businesses to encourage customers to engage in brand recommendation and to compete with other competitors.