Consumer Attitudes Toward Smartphone Product (Study On Smartphone Blackberry)

Oleh :
Dewantika Noor Hidayati Kusmono - F1210018 - Fak. Ekonomi dan Bisnis

The objective of this research is to examine the relationship between quality, perceive usefulness, easy to usefullness, and prestige as atecendents of consumer attitudes. This research also examine the relationship between consumer attitudes and intention to buy Blackberry. The survey toward 200 samples were conducted in Sebelas Maret University by using a purposive sampling method. The construct in the model were measured using five point likert scale. The results are consumer attitudes toward Blackberry is influenced by perceived quality, prestige, usefulness, and ease to use. Specifically, perceived quality and prestige play important role in forming consumer attitudes. In the relationship between perceived quality, prestige, usefulness, ease to use, and intention to buy, consumer attitudes play a mediation role fully. It means, there is no direct effect of perceived quality, prestige, usefulness, ease to use on intention to buy before going through the mediation variable, consumer attitudes