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Impacts of Brand Related Attributes on Customer Buying Intention of Blackberry Smartphone Among Employees at Pt.Ekobumi Anugrah Makmur, the President Post and Pt

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Impacts of Brand Related Attributes on Customer Buying Intention of Blackberry Smartphone Among Employees at Pt.Ekobumi Anugrah Makmur, the President Post and Pt IMPACTS OF BRAND RELATED ATTRIBUTES ON CUSTOMER BUYING INTENTION OF BLACKBERRY SMARTPHONE AMONG EMPLOYEES AT PT.EKOBUMI ANUGRAH MAKMUR, THE PRESIDENT POST AND PT. TANJUNG LESUNG By Putri Anjatsari IDno. 014201000052 A skripsi presented to the Faculty of Business President University In partial fulfillment of the requirements for Bachelor Degree in Business Major in Management January 2014 SKRIPSI ADVISOR RECOMMENDATION LETTER This skripsi entitled “Impacts of Brand Related Attributes on Customer Buying Intention of Blackberry Smartphone Among Employees at PT. Ekobumi Anugrah Makmur, The President Post, and PT. Tanjung Lesung” prepared and submitted by Putri Anjatsari in partial fulfillment of the requirements for the degree of Bachelor of Business Administration in the Faculty of Business has been reviewed and found to have satisfied the requirements for a skripsi fit to be examined. I therefore recommend this skripsi for Oral Defense. Cikarang,Indonesia, 12February 2014 Acknowledged by, Recommended by, Vinsensius Jajat Kristanto SE., MM., MBA. T. Manivasugen, M.B.A., D.I.S.M Head, Management Study Program Advisor i DECLARATION OF ORIGINALITY I declare that this skripsi, entitled “Impacts of Brand Related Attributes on Customer Buying Intention of Blackberry Smartphone Among Staffs at PT. Ekobumi Anugrah Makmur, The President Post, and PT. Tanjung Lesung” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree. Cikarang,Indonesia, 12 February 2014 Putri Anjatsari ii PANELOF EXAMINERS APPROVAL SHEET The Panel of Examiners declare that the skripsi entitled “Impacts of Brand Related Attributes on Customer Buying Intention of Blackberry Smartphone Among Staffs at PT. Ekobumi Anugrah Makmur, The President Post, and PT. Tanjung Lesung” that was submitted by Putri Anjatsari majoring in Management from the Faculty of Business was assessed and approved to have passed the Oral Examinations on February 12, 2014. Dra. Genoveva, MM Chair-Panel of Examiners Vinsensius Jajat Kristanto SE., MM., MBA Examiner I T. Manivasugen, M.B.A., D.I.S.M Examiner II iii ABSTRACT The growth of communication business post globalization encouraged many telecommunication companies and manufacturers to come out with multiple forms of brands. The emergence of local and global companies‟ smartphone products led to immense competition between them. This condition led the brands to look for attributes to attract and retain customers. The current study aims to identify factors of brand related attributes which have significance impacts on the customer buying intentions of Blackberry Smartphone. The purpose of this study is to explore the key attributes of Blackberry Smartphone which have an impact on the customer purchase intention. The study measured the impact of extrinsic attributes like price, celebrity endorsement and prestige on the customer purchase intention. The study also measured the impact of intrinsic attributes like quality and physical appearance on customer purchase intention. The study used a structured questionnaire which was pilot tested followed by data collection and analysis of forty three Blackberry user. The finding of this study shows that quality has significant relationship with buying intention while the role of celebrity endorsement, price, physical appearance and prestige of Blackberry Smartphone was found to be insignificant. Key words: Brand Related Attributes, Quality, Celebrity endorsement, Price, Physical appearance, Prestige, Purchase Intention. iv ACKNOWLEDGMENT First of all, I would like to award the highest gratitude to God Almighty. It is believed that it is not by coincidence that I could finish and submit the skripsi within the time provided by University, for it is only by His kindness and grace to have such precious experiences during this skripsi period. He is the one who guides throughout this skripsi period. I should say thanks to Him for all of His blessing along the way of the skripsi period. I would like to thank my lovely dad and mom, my younger brother for their love, affection and full supports during my study in the university. I would like to extend my most profound gratitude and thanks to my kindest advisor T. Manivasugen, MBAfor all his time spent, efforts, stories shared, critical views and guidance during my process of writing and finishing the skripsi. Special thanks also addressed to employees at PT. Ekobumi Anugrah Makmur, The President Post, and PT. Tanjung Lesung for their time and effort to fill my questionnaire. I would like to take this opportunity to express my appreciation and gratitude to Marketing 2010 and Community of Love (COOL) for all things that made my university life cheerful and meaningful. Finally, I would like to especially thank my beloved co-workers at PT. Ekobumi Anugrah Makmur especially to Andre W. Darmono, Kenny Kusumo, Shu Huang, Dhalia, Irene Yostina, Lilia Susanti, and Vonika Manurung that gave great supports, patience and constant encouragement during the process of finishing my skripsi. God Bless. Putri Anjatsari v TABLE OF CONTENT SKRIPSI ADVISOR RECOMMENDATION LETTER ......................................... i DECLARATION OFORIGINALITY .................................................................... ii PANELOFEXAMINERS ...................................................................................... iii APPROVALSHEET ............................................................................................. iii ABSTRACT ........................................................................................................... iv ACKNOWLEDGMENT ......................................................................................... v TABLE OF CONTENT ......................................................................................... vi LIST OF TABLES .................................................................................................. x LIST OF FIGURES .............................................................................................. xii CHAPTER 1INTRODUCTION ............................................................................. 1 1.1. Research Background ................................................................................... 1 1.2. Problem Identification .................................................................................. 7 1.3. Problem Statement ....................................................................................... 8 1.4. Research Objectives ..................................................................................... 8 1.5. Research Scope and Limitation .................................................................... 9 1.5.1.Research Scope ....................................................................................... 9 1.5.2. Research Limitation ............................................................................... 9 1.6. Definition of Terms .................................................................................... 10 1.7. Significance of The Study .......................................................................... 11 1.7.1.The Researcher ..................................................................................... 11 1.7.2.RIM Blackberry Company ................................................................... 11 vi 1.7.3.The reader ............................................................................................. 12 CHAPTER 2 LITERATURE REVIEW ............................................................... 13 2.1. Theoretical Review .................................................................................... 13 2.1.1 Marketing .............................................................................................. 13 2.1.2. Branding .............................................................................................. 15 2.1.3. Quality ................................................................................................. 18 2.1.4. Price ..................................................................................................... 21 2.1.5. Physical Appearance ............................................................................ 23 2.1.6. Celebrity Endorser ............................................................................... 23 2.1.7. Prestige ................................................................................................ 27 2.1.8. Purchase Intention ............................................................................... 28 2.2. Previous Research ...................................................................................... 29 2.3. Theoretical Framework .............................................................................. 31 2.4. Assumptions and hypothesis ...................................................................... 31 CHAPTER III METHODOLOGY ....................................................................... 33 3.1. Research Method ........................................................................................ 33 3.1.1. Research Time and Place ..................................................................... 34 3.1.2. Research Framework ........................................................................... 34 3.2. Operation Definition .................................................................................. 36 3.3. Research Instrument ..................................................................................
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