THE IMPACT OF RELATIVE ADVANTAGE, PRICE, SOCIAL INFLUENCE, PRODUCT COMPATIBILITY TOWARDS PURCHASE INTENTION: A CASE STUDY OF BLACKBERRY IN RATU PLAZA, JAKARTA, INDONESIA

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.