Factors Influencing Purchase Intention in the Smartphone Selection Context in Millennials Generation

This research was made with the aim to find out how the influence of Product Features, Price, and Social Influence on Purchase Intention in the context of choosing an Android based Smartphone and its impact on Actual Purchase Behavior. This research method is a quantitative method using Structural Equation Model (SEM) analysis techniques with the Smart PLS 3.0 program. The questionnaire was distributed in the Jabodetabek (Indonesia), area as a research sample, which is the millennial generation at the age of 18-40 years. The results of this study are that there are significant effects between the variable Product Features and variable Price on Purchase Intention and variable Purchase Intention on variable Actual Purchase Behavior. The Social Influence variable does not have a significant effect on Purchase Intention.

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