Abstract:

A rhombus model refers to a shape of the research model examined in this current study. This study aims to measure the impact of brand image on perceived price and perceived quality and their effects on behavioural intention to purchase a smartphone with a special feature, particularly waterproof. Data was collected in Jakarta involving university students who were approached conveniently. In total, there were 238 participants. The study found that brand image significantly influence perceived price and perceived quality. Additionally, perceived price and perceive quality significantly affected purchase intention. Two alternative models were developed and tested with different independent variable on each. The three rhombus models are suitable and proper to measure a waterproof smartphone purchase intention.