DETERMINANT FACTORS OF BLACKBERRY PURCHASE INTENTION
Abstract
Development of science and technology enable people to communicate each others.
Companies are competing to produce quality products at an affordable price, as well as
the brand that is easily remembered by consumers, taking into account the environment in
which the product will be marketed. This study aimed to assess the effect of product,
price, brand, and the environment on consumer purchase intention. The study populations
are students, with a sample of 153 respondents. Data obtained through a questionnaire,
and then analyzed with multiple regressions. The results showed that simultaneously,
product, price, brand, and environment influence on purchase intention.
Key Words: Product, Advertising, Brand, Environment, Purchase Intention.
Companies are competing to produce quality products at an affordable price, as well as
the brand that is easily remembered by consumers, taking into account the environment in
which the product will be marketed. This study aimed to assess the effect of product,
price, brand, and the environment on consumer purchase intention. The study populations
are students, with a sample of 153 respondents. Data obtained through a questionnaire,
and then analyzed with multiple regressions. The results showed that simultaneously,
product, price, brand, and environment influence on purchase intention.
Key Words: Product, Advertising, Brand, Environment, Purchase Intention.
