EXPLORING THE FACTORS AFFECTING PURCHASE INTENTION OF SMARTPHONE : A STUDY OF YOUNG ADULTS IN PRESIDENT UNIVERSITY, CIKARANG, INDONESIA

Abstract

In recent years, mobile phone has evolved from essentially an interpersonal communication device to a multimedia machine known as ―smartphone‖. The usage rate of smartphone in Indonesia is still slow comparing to her neighbours, Singapore and Malaysia. This study attempts to investigate the antecedents that shaped the purchase intention of smartphone among young adults in President University, Cikarang, Indonesia. Based on previous research, variable in this research is to find the relationship, between the independet variables (Price, Compability, Relative Advantages, and Social Influence) and dependent variable, the purchase intention. This research using quantitative analysis. A total of 100 questionnaires were distributed among young adults who have smartphone and studied in President University, also the researcher doing pilot test study to 30 respondents before executed initial study to find if the questionnares valid or not. The questionnaires contained measures of independent variables, as well as demographic information. The data were analyzed using correlation and multiple regressions. The study indicated that price, relative advantages, and social influence were have significant influence towards purchase intention, while only compatibility are has no significant impact toward purchase intention, and also this research indicates that social influences as the most significant variable toward purshase intention of smartphone, among young adults, in President University. Futhermore, this study The study suggests that it is vital for the organization to understand their target market‘s preferences before embarking on their marketing activities.