IMPACTS OF BRAND RELATED ATTRIBUTES ON CUSTOMER BUYING INTENTION OF BLACKBERRY SMARTPHONE AMONG EMPLOYEES AT PT.EKOBUMI ANUGRAH MAKMUR, THE PRESIDENT POST AND PT. TANJUNG LESUNG

Abstract

The growth of communication business post globalization encouraged many telecommunication companies and manufacturers to come out with multiple forms of brands. The emergence of local and global companies‟ smartphone products led to immense competition between them. This condition led the brands to look for attributes to attract and retain customers. The current study aims to identify factors of brand related attributes which have significance impacts on the customer buying intentions of Blackberry Smartphone. The purpose of this study is to explore the key attributes of Blackberry Smartphone which have an impact on the customer purchase intention. The study measured the impact of extrinsic attributes like price, celebrity endorsement and prestige on the customer purchase intention. The study also measured the impact of intrinsic attributes like quality and physical appearance on customer purchase intention. The study used a structured questionnaire which was pilot tested followed by data collection and analysis of forty three Blackberry user. The finding of this study shows that quality has significant relationship with buying intention while the role of celebrity endorsement, price, physical appearance and prestige of Blackberry Smartphone was found to be insignificant.