Abstract:
The objective of this study is to find out the impact of relative advantage, price, social
influence, and product compatibility towards purchase intention of BlackBery in Ratu
Plaza, Jakarta, Indonesia. The reason is because since 2011, BlackBerry market share has
plunged compared to other smartphone vendors, thus, the researcher wants to find out
whether relative advantage, price, social influence, and product compatibility has
significance impact on BlackBerry purchase intention, since purchase intention has
significant impact on actual purchase. The significant of this study is for academic
purpose of the researcher as the requirement for the researcher’s study, for other
researchers as a reference to similar studies, and for Blackberry as the knowledge about
its product purchase intention in a particular market. The study was conducted with 215
people in Ratu Plaza, Jakarta, Indonesia as the respondents. The researcher used
Multinomial Logistic Regression as the tool to find the significant impact of independent
variables toward dependent variables. This study was conducted approximately one
month. The result shows that the relative advantage, price, social influence, product
compatibility has significant and positive impact towards purchase intention and the most
significant variable is social influence.
