THE EFFECT OF PRODUCT CHARACTERISTICS RELATIVE ADVANTAGE, COMPATIBILITY AND COMPLEXITY TO THE PURCHASE INTENTIONS OF APPLE IPHONE-5

Abstract

The needs and tastes of the people rising against telecommunications equipment, most people today are no longer solely require mobile phone as a means of communication, currently  public demand for mobile phones are ubiquitous. Responded to the needs of the market, Apple Inc as a pioneer company in the field of software and hardware technology comes with a superior product the iPhone-5. The purpose of this research is to analyze what is the influence of product characteristics to the purchase intentions and to identify which factors of product characteristics such us relative advantage, compatibility and complexity that have most significant influence to the purchase intentions of Apple iPhone-5 in Manado. The research method associate with multiple linear regression analysis technique with 100 respondents as sample of the research taken from people in Manado as consumers of mobile phones. The result showed compatibility or the degree to which potential consumers feel a new product is consistent with their present needs, values, and practices is the most influencing factor to the purchase intention of iPhone-5. Manufacturers and marketers can work to creating products based on consumer needs today both appearance and technology performance.

Keywords: product characteristic, relative advantage, compatibility, complexity, purchase intentions