FACTORS INFLUENCING CONSUMERS' PURCHASE INTENTION ON MOBILE PHONES IN MALAYSIA

Abstract

Mobile phone has become an indispensable part of modern people’s daily life. The number of mobile phones users has been increasing, as well as the mobile phone market. Mobile phone market in Malaysia has changed greatly during the past few years. Therefore, it is important to understand the factors influencing customers’ purchase intention on mobile phones. This study explores Factors Influencing Consumers' Purchase Intention on Mobile Phones in Malaysia and consists of four independent variables which are product brand, product quality, product price and after-sales service. In order to collect primary data, 200 questionnaires with 28 relevant questions were distributed. The data was then input into IBM-SPSS for further analysis using methods such as descriptive analysis, correlation, ANOVA andmultiple regression analysis. Results show that the product brand, product price and after-sales service have a significant relationship with purchase intention, while product quality is not a significant factor. Finally, further discussion of findings and recommendations have been raised.