THE INFLUENCE OF PERCEIVED QUALITY, PRICE, COMPATIBILITY, AND SOCIAL INFLUENCE TOWARDS CONSUMER PURCHASE INTENTION OF LOCAL SMARTPHONE

Abstract

This study is conducted to analyze the significant influence of perceived quality, price, compatibility, and social influence towards consumer purchase intention. Independent variables: (1) Perceived Quality, (2) Price, (3) Compatibility, and (4) Social Influence. Dependent variable: Purchase Intention. Sampling size calculation using Slovin’s formula (95% confidence level). This study implements quantitative research method. Data collection using questionnaire. Population: Management students of President University batch 2013. Using multiple-linear regression as statistical data treatment and descriptive statistic as compliment; Pearson product-moment correlation test for validity, Cronbach’s Alpha for reliability, and classical assumption test as the pre-requisite for multiplelinear regression analysis. T-test and F-test are employed for the hypothesis testing. The objective of this research is to find out if there are any significant influence of perceived quality, price, compatibility, and social influence toward consumer purchase intention, also to find out if there is simultaneous significant influence of perceived quality, price, compatibility, and social influence toward consumer purchase intention. This study finds that perceived quality, price, compatibility, and social influence possess significant influence towards consumer purchase intention with more beta coefficient than value of t-test which is 1.66. Simultaneous significant influence of perceived quality, price, compatibility, and social influence towards consumer purchase intention is exist with f-value higher than the value of f-table (f-test) which is 2.45 in this study. The value of the adjusted R2 is .524.