FAKTOR-FAKTOR ADOPSI INOVASI PRODUK HIGH TECHNOLOGY YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN WINDOWS PHONE NOKIA DI KOTA BANDUNG 2014

IMAM MURSYID SUDIBYO NANDARU

Informasi Umum

Kode

14.04.775

Klasifikasi

658.834 2 - Consumer behavior, Motivation research, Consumer psychology

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Consumer Behavior, Marketing Strategy

Dilihat

19 kali

Informasi Lainnya

Abstraksi

Bandung is one of the big cities in Indonesia that has significant growth of internet users. Data shows that 40% of internet users in Indonesia access the internet by using mobile devices such as smartphone, tablet, etc. in Indonesia, windows phone is competing with other platforms, which are IOS, Blackberry, and Android. Until now, android is the market leader of smartphone market with 21,11%, followed by blackberry (16,11%), IOS (4,56%), and Windows Phone( 2,48%).

This study aims to identified the factors that influence the purchase decision to accept and use windows phone, since it is important to understand why windows phone has a weak position compare to other competitors. The innovation adoption factors of high technology (Mohr, Sengupta & Slater, 2010) is being used as the influence factors that may influence purchase decision of end customers. The quantitative method is implemented by distributing to 100 respondent of Nokia, Windows Phone users in Bandung. This study uses factor regression to analyze the data by using IBM SPSS statistic version 20. Factor analysis process identified four out of six original factors of high technology adoption factors that influence purchase decision. The four factors are complexity of product, product benefit, observability, and relative advantage. The multiple regression found that simultaneously the four factors significantly influence purchase decision with R² of 42,8%. However, only two factors partially influenced the purchasing decision, which are relative advantage This recommends Nokia to increase the potential of observability of information about Nokia Windows Phone products. Furthermore increasing the relative superiority of variables such as product quality, product features and services.

Keywords : Factors of Adoption of Innovations High Technology Product, Relative Advantage, Observability, Purchase Decision Windows Phone Nokia