Factors affecting consumer purchase intention towards apple mobile phone

Lee, Jia Xuan (2022) Factors affecting consumer purchase intention towards apple mobile phone. Final Year Project, UTAR.

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Abstract

This research is conducted in order to understand the factors affecting consumer purchase intention towards Apple mobile phone. The factors that will examine in this research is social factor, price factor, perceived risk factor, brand loyalty factor and product features factor. The underlying theories of this research has included diffusion of innovations theory, Theory of reasoned action and social identity theory. This research is descriptive research, which using survey questionnaire to collect the information from the respondents through Google form. The target population of this research is generation Z and Y who living in Kuala Lumpur. All the data collected from the respondents are using descriptive analysis, Pearson correlation analysis and relative importance index to analyse. This analysis is done by using IBM SPSS Statistic software and Microsoft Excel to calculate. After analysing the data, the hypothesis of the research is all supported. Besides, the findings and implications were given to emphasise the references for the experimental methodologies that were utilised to aid future research and smartphone companies in gaining a full grasp of consumer smartphone purchasing intentions. Also, there are limitation and recommendation of this research for the future researchers to improve when doing with the similar research.

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