Factors that influencing consumer purchasing intention toward smartphone brand

Shuaib, Mohamad Noor (2018) Factors that influencing consumer purchasing intention toward smartphone brand. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to examine the factors that influence consumers purchase intention toward smartphone. A total of 318 male and female users were selected as study respondents consisting of Malays, Chinese, and Indians at every age, education, and programs. Convenient sampling method was use for sample selection. Data collection this research were measured using a scale developed by the researcher based on the aspects revealed by Keller in (Durrani BA, Godil IN, Baig MU, and Sajid S., 2015). The objectives are to identify factors effecting consumer purchase intention towards smartphone brands and to identify factors effecting consumer purchase intention towards smartphone brands. The researcher used questionnaire as the main instrument for obtaining data in this study. The results of the analysis will show that among brand image, price, and product feature which that have significant influence on the consumer purchase intention toward smartphone brands. The results of this study will contribute remarkable conclusion to researcher and smartphone manufacturer in Malaysia.

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