FACTORS THAT INFLUENCE CONSUMER PURCHASE DECISION IN

CHOOSING MOBILE PHONES AMONG TEENAGERS

Nur Shahirah Maisurah Saibin Abdullah, Mohd Ilham Iman bin Daim,
Nicole Maureen Nickson and Rosmah binti Masnib
Faculty of Business, Economics and Accountancy,
Universiti Malaysia Sabah, Kota Kinabalu, Sabah, Malaysia

ABSTRACT

* Corresponding author’s email: The overall objective of this study is to examine

[email protected] the factors that influence consumer purchasing

decisions in choosing a mobile phone among
Received: 8 January 2021 teenagers. The dependent variables were
consumer purchasing decisions in choosing
Accepted: 5 February 2021 a mobile phone among teenagers and the
independent variables were brand, product
features, price concerns, and social influence.
The researchers collected the information using
Google forms or questionnaires and interviews.
Researchers are distributing this questionnaire
to Malaysian teenagers aged thirteen to
nineteen. The targeted sample comprises thirty
male and female respondents with different
education levels which is secondary education,
degree, diploma, and those already employed.
The researchers used primary and secondary
data. Descriptive analysis was used to describe
the characteristics of the respondent followed
by the regression analysis to test the hypothesis
of the study. The study revealed that product
features are the only factor that significantly
influences the intention of teenagers in
purchasing mobile phones.

PROBLEM STATEMENT
Keywords: consumer purchase,
mobile phone, teenagers
If we look at the current era of globalization,
we can see that technology has become an
important part of our daily lives. Most people
are increasingly dependent on technology.
This is because all the information we want is at
our fingertips. As the saying goes ‘the world is

MJBE Vol. 8 (June, No. 1), 2021: 109 – 124

MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

at your fingertips’ is dominant nowadays. From use while using mobile phones. Besides, the
desktops to laptops, technology is increasingly survey also shows that there is 43.5 per cent of
minimized for mobile phones. Mobile the total mobile phone users are female while
phones are one of the most advanced tools the other 56.5 per cent are male mobile phone
in finding information and communication users. Although males are more likely to own
tool technologies that allow users or the a mobile phone than females, however, the
public to find information easily and connect brand gave more impact on females (Lim et al.,
and transfer information easily around the 2013).
world. The mobile phone industry has grown
rapidly in the country since 1983. Since then, Therefore, this research aims to study
there have been many large mobile phone what are the factors that influence consumer
companies ‘stepping foot into the industry. purchase decisions in choosing mobile phones
Due to the entry of many mobile phone among teenagers.
companies, many mobile phone brands have
been introduced to the market in Malaysia, RESEARCH QUESTIONS
which is Apple, Samsung, Lenovo, Huawei, and
many more. Therefore, this research aims to The overall research question is “what are the
study the purchase intentions of consumers factors that influence consumer purchase
towards the mobile phone. decisions in choosing mobile phones among
teenagers?” The specific research questions are
Mobile phone penetration in Malaysia as follows:
has increased in the year 2012 from 47 per cent (a) Did the brand influence consumer
to 63 per cent (The Sun Daily, 2013). Nowadays, purchase decision in choosing mobile
consumers pay more attention to the brand phones among teenagers?
while choosing mobile phones (Knapman, (b) Did the price influence consumer
2012). Between these two brands namely purchase decision in choosing mobile
Apple and Samsung it acquires or achieves phones among teenagers?
the highest marketing in the market. Most of (c) Did the features of the product influence
the largest mobile phone manufacturers have consumer purchase decision in choosing
received threats from Chinese mobile phone mobile phones among teenagers?
companies. This is said to be so because this (d) Does a social factor have a positive
mobile phone maker from China imitates the influence on the consumers’ mobile
results of the manufacture of well-known phone buying decisions among
mobile phones such as Apple and Samsung teenagers?
(The Star, 2012).
RESEARCH OBJECTIVE
A survey was made by the Malaysian
Communications and Multimedia Commission The overall research objective is to identify
in 2012. This is said to be so because to the factors that influence consumer purchase
determine the use of mobile phones in Malaysia. decisions in choosing mobile phones among
The survey result came out with a statistic of teenagers. The specific research objectives are
young adults aged 15 to 29 owning a mobile as follows:
phone stand 44.5 per cent among the other (a) To identify how the brand can influence
age brackets (Malaysian Communications and consumers’ purchase decisions of
Multimedia Commission, 2012). Young adults mobile phones.
are more inclined to new technological features (b) To identify how a price can influence
and innovations that emphasize the speed of teenagers’ to purchase mobile phones.

110
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

(c) To identify whether mobile phone influence consumers’ purchasing decisions in

features that can influence a consumer’s choosing a mobile phone. According to Mesay
decision to purchase a mobile phone. Sata (2013), purchase decisions can influence
(d) To identify whether social factors have a by the factors such as the features of the mobile
positive influence on consumers’ mobile phone. Not only that, apart from the features
phone purchasing decisions. of the product, several factors influence the
purchasing decision of consumers in choosing
LITERATURE REVIEW a mobile phone. Among them are the brand,
price concern, and social influence. Lim et
This research is done by our group to analyze al. (2013) and Nushrat Shabrin and Sarod
the factors that influence the consumers’ Khandaker (2017) also support what the
purchase decision in choosing mobile phones. previous writers have found in their findings
In this technology-oriented society, the usage but add several factors that may influence
of mobile phones has increased worldwide consumers to buy which is social influence. In
especially among young consumers. This age addition, Uddin et al. (2014), indicates that the
group has become targeted customers for physical attributes or features of the mobile
marketers as young consumers are the most phone are very important factors. Therefore it
attractive and appealing for a firm to earn a is clear that all the statements stated by past
high amount of investments. researchers lead to several factors.

In this research, we use a theoretical Independent Variables

framework to analyze the factors that
influence consumers. Two variables have been Brand
discussed, which are the independent variable
and the dependent variable. Our group A “brand” according to Stephanie Bogan, is an
has identified 4 factors that are influencing impression of one’s worth in the marketplace
consumers purchase decisions in choosing (2007). To develop a brand, you will need more
mobile phones. The 4 independent variables than just words and graphics; you will also need
are price, quality, product features, brand, and a clear, engaging narrative that identifies the
social influences. work you perform and the value you provide.
In 2016, Deepika Ganlari et al. conducted
Based on the previous studies, many a mobile phone study in India. This survey
factors influence consumers’ purchasing included a total of 60 participants. According
decisions in choosing a mobile phone. to the findings, brand, product design, product
Character traits, financial and social performance, and pricing all have an impact
foundations, age, gender, and professional on consumer purchasing decisions. On various
position, as well as a variety of social influences levels, the brand name influences product
applied by family, friends, acquaintances, quality perception. According to the study, a
and society as a whole, all has an impact on positive brand image can increase a product’s
consumer behaviour (Uddin et al., 2014). added value, enabling buyers to develop
a positive attitude and trust toward the
Dependent Variable: Intention of Teenager product brand, and eventually promote brand
to purchase Mobile Phones awareness. As a result, developing customer
brand awareness is crucial; brand recognition
A purchase decision is a thought process that allows a product’s brand to become the
will prompt the buyer or consumer to identify consumer’s first choice when purchasing a
the needs that result in a choice of a particular product, such as a smartphone in this case.
product (Lim et al., 2013). Many factors

111
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

Product Features To conduct the studies the researcher use

the Pearson correlation method to identify
Product features are traits or attributes of a what is the most dominant factors that can
product that offer value to the end-user and influence mobile phone buying decisions.
distinguish it from competitors on the market. Besides, Ganlari et al. (2016) also claimed that
According to Uddin et al. (2014), their studies the factors that influences consumer buying
is about the factors that affect customers’ decision is pricing. Researchers conclude that
buying decision on mobile phone in Khulna if the product gives or offers a high price then
City, Bangladesh. In their studies mentioned it will directly influence and stimulate the
that the physical attributes or feature of the buying intention of a consumer or customer
mobile phone is one of the very important (Tellis & Gaeth, 1990; Bloch & Black, 1988). They
factors. Their targeted respondent for their conducted their study using a questionnaire
research is around 200 respondents aged that they already design to give it to their 60
below 18 to above 40. Malviya et al. (2013) respondents who were around India. While
mentioned in their studies all factors have a conducting this study, they use primary and
significant effect on customer buying choices secondary data which is, for primary data they
when it comes to mobile phones such as conducted this study using questionnaire
price, brand preferences, features, and social and for secondary data, they refer to the past
influences. This is because all the factors that researches.
have been mentioned have an important
major in listing some of the existing brands to Social Influence
see which dominant factors are owned in each
brand of mobile phone that the study already The word ‘social influence’ refers to a group of
listed. They conducted their study using a elements that influence a person’s thoughts,
questionnaire that they had already designed feelings, and behaviours (Mason et al. as cited
to give to their 250 respondents who were in Ting et al., 2011). Based on their everyday
around Indore. This study uses primary and observations and the opinions of others, social
secondary data which is, for primary data they influence may impact a person’s decision to
conducted this study using a questionnaire get a smartphone (Suki and Suki, as cited in
and for secondary data, they refer to past Ting et al. 2011). According to Jasia Mustafa
researches. and Ahsan Al-Rifat’s (2019) research, social
influence affects client purchasing decisions
Price Concern when it comes to mobile phones. In their study,
which included 200 respondents from Dhaka,
In general, price is defined as the price for a Bangladesh, only 155 questionnaires were
product or service value financially. In other employed to assess data. Generally, social
words, the price also is some financial terms influence consists of the influence of friends,
given by a customer or consumer to a seller parents, neighbours, product ambassadors,
in exchange for the product or service they and others. The result of the study stated that
wish to purchase. According to Mesay Sata social influence is the highest impact that
(2013), the study is about the factors affecting brings positive result on consumer behaviour
consumer buying behaviour of mobile when purchasing a mobile phone. This is
phone devices in Hawassa City, Ethiopia. because this group is one of the strategies
These studies mentioned that price is the to promote their products effectively. Thus, it
most dominant factor that influences the can make a person interested in the product
consumer buying decision. Their targeted and make consumers make purchases on
respondent for their research is around 246 mobile phones.
respondents aged below 18 to above 35.

112
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

RESEARCH GAP and dependent variable (influence consumer

purchasing decision). Following a discussion
Finally, we examined the literature review and of relevant theoretical frameworks, we
identified the four factors, which comprise proposed a theoretical framework based on
independent variables (brand, product our observations and hypotheses.
features, price concern, and social influence)

METHODOLOGY
METHODOLOGY
Research Framework
Research Framework

Figure 1 Factors
Figure thatthat
1 Factors influence consumer’s
influence consumer’spurchasing
purchasingdecisions in choosing
decisions in choosingmobile
mobile phones
phones
Figure 1 shows the factors that influence consumer’s purchasing decisions in choosing
Figure
mobile1 shows
phones.the It factors that influence
is to identify RESEARCHvariables
what the four independent DESIGNare, which are brand,
consumer’s
price,purchasing decisions inand
product characteristics, choosing
social influence. Meanwhile, the dependent variable which
mobile isphones.
the influence
It is oftoconsumer
identify purchase
what the decision inThechoosing
researchmobile phone
design is aamong teenagers.
data analysis method
In conducting the study,
four independent variables are, which arewe targeted respondents among teenagers ranging in age
that is based on the idea of constructing from 13 a
years to 19 years and above
brand, price, product characteristics, and and we used the method by distributing questionnaires
network of interactions between the variables in the
form of Google form to obtain information related to the topic of study and we also used the
social influence. Meanwhile,
interview method. the dependent in the study. The study design is determined
variable which is the influence of consumer by how data is collected and assessed in order
purchase decision in choosing mobile phone RESEARCH DESIGN to gain information by integrating relevance
among Theteenagers.
research In conducting
design is a datathe study,method that
analysis withis the
basedresearch’s
on the ideaobjective. This astudy’s
of constructing
we targeted respondents among teenagers quantitative research
network of interactions between the variables in the study. The study design is determined method is based
by on
ranginghow
in age
datafrom 13 years
is collected andtoassessed
19 yearsin and
order to gainrepresentation
information by and often relevance
integrating includes with statistical
the we
above and research's
used the objective.
methodThis study's quantitative analysis
by distributing research method is basedthe
to quantify on facts
representation
and provide
and ofteninincludes
questionnaires the formstatistical analysisform
of Google to quantify the facts and proof.
convincing provideIt convincing proof. data
is used to collect It is from
used to collect data from respondents
to obtain information related to the topic of in order to determine the cause-and-effect relationship
respondents in order to determine the cause-
between two variables. As a result, it is appropriate for use in this study.
study and we also used the interview method. and-effect relationship between two variables.
Sampling As a result, it is appropriate for use in this study.
A target population is a group of people polled in order to conduct research and make
findings in a study. The study's target population will only include persons aged 13 to 19 who
have purchasing power when it comes to choosing a mobile phone. The targeted sample is a
113
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

Sampling collect data, and responders were required to

complete their own questionnaire online in
A target population is a group of people polled this self-administered questionnaire.
in order to conduct research and make findings
in a study. The study’s target population will The demographics section is the first of
only include persons aged 13 to 19 who have three parts that comprise the questionnaire.
purchasing power when it comes to choosing Section A consists of four questions pertaining
a mobile phone. The targeted sample is a to the respondent’s general or demographic
total of 30 respondents consisting of male information. Section B asks respondents 17
and female which include a secondary school, questions regarding the factors that influence
degree, diploma, and employed. This category their decision to buy a phone. It is divided
was chosen for this study because it represents into four sections: brand, product feature,
a potential buyer of a mobile phone. pricing concern, and social concern. Finally, in
Section C, respondents are asked about their
The questionnaire was randomly decision to purchase a cell phone, which is the
distributed online and researchers also conduct study’s dependent variable. An interval scale
interview. The sampling frame for this research was used to produce the variables for this
study focused only on teenagers who purchase questionnaire. The interval scale is a standard
and use mobile phones. The sampling location survey evaluation scale that interprets distance
for research purposes is in Malaysia. differences along the scale. For example, 1
(strongly disagree), 2 (disagree), 3 (neutral), 4
Questionnaire (agree), and 5 (strongly agree) is the best way
to use to determine attitude measurement.
This survey is intended to collect and record
information from respondents on a variety of PILOT STUDY
topics, for our study is about the factors that
influence consumer purchasing behavior in A pilot study is a strategy used to test a
choosing a mobile phone among teenagers. questionnaire using a sample smaller than
These surveys are typically aimed to acquire the planned sample size. The importance of
direct information on a respondent’s behaviour the need to conduct a pilot study is to enable
or to discover the core beliefs of a group of researchers is to determine the feasibility of
respondents on a certain issue. Furthermore, the research design conducted. If the results
when the sample size of the study is high, of a pilot study have been obtained, the results
this online questionnaire is simple to utilise can be used to assist researchers in large-scale
and saves money on research. Furthermore, research methodologies. A group of male and
in order to acquire vital and intriguing female teenagers participate in the pilot test.
data from respondents, this questionnaire This pilot test was randomly distributed to
must be carefully prepared, with questions 74 respondents. The respondents’ feedbacks
and statements that are very clear and are about the factor that influences consumer
easy to understand. This self-administered purchase decisions in choosing mobile phones.
questionnaire was used by the researchers to

114
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

Factor Analysis
Table 1 Total variance explained
Initial Eigenvalues Rotation Sums of Squared Loadings
Cumulative
Component Total % of Variance Cumulative % Total % of Variance %
1 7.219 30.079 30.079 4.945 20.605 20.605
2 2.617 10.905 40.984 3.642 15.176 35.781
3 2.447 10.194 51.178 2.404 10.017 45.797
4 1.678 6.990 58.169 2.135 8.895 54.693
5 1.336 5.567 63.735 1.848 7.699 62.392
6 1.198 4.992 68.727 1.520 6.335 68.727
7 .969 4.037 72.764
8 .950 3.959 76.723
9 .856 3.568 80.291
10 .729 3.038 83.329
11 .628 2.619 85.947
12 .453 1.888 87.835
13 .407 1.697 89.532
14 .403 1.678 91.209
15 .364 1.515 92.725
16 .320 1.335 94.060
17 .280 1.166 95.226
18 .214 .891 96.118
19 .211 .880 96.998
20 .195 .814 97.812
21 .161 .669 98.481
22 .155 .646 99.126
23 .137 .573 99.699
24 .072 .301 100.000
Extraction Method: Principal Component Analysis.

Table 1 shows the total variance there are 8 components and all 8 components
explained by each component identified can explain the percentage of the variance in
from the responses by the respondent. Since explains in the questionnaire.
the eigenvalue set as 1, any component as
an eigenvalue of 1 and above shows the Cronbach Alpha
component in the questionnaire is able to
explain the changes in the variance. There are Table 2 Reliability statistics
6 components that have an eigenvalue of 1
Cronbach’s Alpha N of Items
and above. Therefore, there are 6 components.
.736 5
Component 1 explains 20.6 per cent,
component 2 shows an explanation of 15.2
per cent, component 3 explains 10.0 per cent Table 2 reliability statistics shows the
of the variance, component 4 explains 8.89 per Cronbach Alpha. The questionnaire was
cent, component 5 explains 7.69 per cent, and initially left to 74 respondents for its reliability
component 6 respectively can be explains 6.33 in measuring the objectives of the study. The
percentage of the variance. So the conclusion is study showed that the Cronbach Alpha result

115
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

is 0.736. The value of the Cronbach Alpha Section A showing the demographics of the
approach is greater than 5. Therefore it can respondents. The questionnaires contained in
be concluded that the questionnaire is an the questions of Part A are such as gender, age,
instrument that can be used to measure or race, and level of education.
answer the objectives of this study.
Regression Analysis
METHOD OF ANALYSIS
One method for determining the effects of two
This study collected two types of information or more variables is regression analysis. Certain
data: primary data and secondary data. Primary components are referred to as variables in this
data is information obtained directly from a regression study, while others are referred to
direct source, such as surveys, experiments, as independent variables. Using this method,
and observations. Documentaries, surveys, the relationship between four independent
and other sources are all sources of secondary variables is investigated: brand, product
data. Documentary data is required for research quality, pricing concerns, and social influence.
investigations in written material that collects An example of a regression analysis
information from books, journals, magazine equation is as follows:
articles, and other sources to support research
studies as references. Y= a+β1 X1 + β2 X2 + β3 X3+ β4 X4

In the research we conducted, the a = The regression constant X1=

method we used to conduct this study Independent variable
is qualitative and quantitative method. β1 = The coefficient describes the
Quantitative research is a study that magnitude of the independent variable›s
incorporates quantitative data or information effect on the dependent variable.
that can be measured using a method and
necessitates measurement equipment such Hypothesis
as surveys. Qualitative research, on the other H1: Brand influences consumers purchasing
hand, is a study that collects qualitative data or decision in choosing mobile phone
information through observations, interviews, among teenagers.
document analysis, or any other approach. H2: Product features influences consumers
This interview was conducted by us to obtain purchasing decision in choosing mobile
more accurate and true information from phone among teenagers.
our respondents. In addition, in this research H3: Price concern influences consumers
study, we also used some previous studies as purchasing decision in choosing mobile
a reference to our written secondary data. This phone among teenagers.
is to make it easier for us to compare the study H4: Social influence influences consumers
we went through with the previous study. purchasing decision in choosing mobile
phone among teenagers.
Descriptive Analysis
FINDINGS
Descriptive analysis or known as descriptive
statistics is a process that uses statistical Characteristics of the Respondents
techniques. This is because due to its ability in Table 3 Gender
generating accessible views from the data to Frequency Per cent
explain from the data obtained. Percentage Male 21 28.4
and frequency data were used to explain how
Female 53 71.6
the data were measured through questions in
Total 74 100.0

116
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

Table 3 shows the gender of the Table 6 Education level

respondents. There are a total of 74 respondents Frequency Per cent
for both genders, 21 respondents or 28.4 per
Secondary school 7 9.5
cent are male. Meanwhile, 53 respondents, or
71.6 per cent were women. Diploma 19 25.7
Degree 44 59.5
Table 4 Race Employed 4 5.4
Frequency Per cent Total 74 100.0

Malay 15 20.3
In Table 6 shows the education level of
Chinese 1 1.4
the respondents, the respondents’ education
Bumiputera Sabah 56 75.7
level is under four different level. There are a
Bumiputera Sarawak 2 2.7
total of 74 respondents for education level.
Total 74 100.0
The first group is secondary school, which are
9.5 per cent or 7 respondents. Second category
Table 4 presents the race of the for education level is diploma, with only 19
respondent. There are 4 different races which respondents or 25.7 per cent. Third category
is Malay, Chinese, Bumiputera Sabah and is degree for education level which recorded
Bumiputera Sarawak. The total of participants 44 respondents or 59.5 per cent and lastly,
in the survey is 74. Based on the table above, 56 employed which recorded 4 respondents or
respondents or 75.7 per cent are Bumiputera 5.4 per cent of total respondents.
Sabah. Meanwhile, there are 15 respondents
or 20.3 per cent are Malay. Next is, Bumiputera Regression Result
Sarawak there are only 2 respondents or 2.7 per
cent. Finally, only 1 Chinese respondent or 1.4 Table 7 Model summary of the regression
per cent were the respondents of this study.
Adjusted R Std. Error of
Model R R Square
Square the Estimate
Table 5 Age
Frequency Per cent 1 .698a .487 .457 .46439

Between 13 – 17 1 1.4 Source: Developed for research

17 – 19 Years Old 1 1.4
Above 19 72 97.3
Table 7 shows the R square value in
Total 74 100.0
model summary which is the result is R square
value is 0.487. This means 48.7 per cent is the
changes to factor that influence consumers
As illustrated in Table 5, the respondents’
purchase decision in choosing mobile phone
age group is categorized under three different
was influence by brand, product features, price
groups. The first group is from age between
concern and social influence. It means 51.3 per
13 to 17 years old, which are 1.4 per cent or
cent was influence by other factors.
1 respondent. The next category is between
the age of 17 to 19 years old, with only 1
respondent or 1.4 per cent of total respondents.
The last group of age range is above 19, which
recorded a total of 74 respondents or 97.3 per
cent of total respondents.

117
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

Table 8 ANOVAa
Model Sum of Squares df Mean Square F Sig.

1 Regression 14.110 4 3.528 16.357 .000b

Residual 14.880 69 .216

Total 28.991 73
Source: Developed for research
a. Dependent Variable: InfluenceConsumer
b. Predictors: (Constant), SocialInfluence, ProductFeatures, PriceConcern, Brand

Table 8 shows the stability of the model used in ANOVA table. The estimated of F value is 16.357
with the significance level of (Sig=0.00). Thus it can be conclude that the overall regression model
with the 4 factors which is brand, product features, price concern and social influence are stable or
normally distributed and can be used for prediction.

Table 9 Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients
B Std. Error Beta t Sig.
1 (Constant) .796 .432 1.845 .069
Brand .125 .095 .166 1.312 .194
ProductFeatures .469 .140 .480 3.343 .001
PriceConcern .098 .102 .104 .965 .338
SocialInfluence .182 .104 .155 1.749 .085
Source: Developed for research
a. Dependent Variable: InfluenceConsumer

Table 9 shows the regression result. relationship between product features and the
As discussed earlier, the dependant variable purchase decision.
is influence consumers purchase decision
in choosing mobile phone meanwhile the The estimated of t value of the price
independent variables are brand, product concern is 0.965 with the significant of
features, price concern and social influence. 0.338, this means hypothesis C is accepted
The estimated t value of brand is 1.312 with and the particular variable is insignificant
the significant of 0.69, this means hypothesis in explaining purchase decision and the
A is accepted and the particular variable is significant level is 0.05 per cent. The Beta
insignificant in explaining purchase decision coefficient is 0.098 this means that there is
and 5 per cent significant level. The Beta a negative relationship between the price
coefficients is 0.125 this means that there is a concern and the purchase decision.
negative relationship between brand and the
purchase decision. The estimated of t value of social
influence is 1.749 with the significant of
The estimated of t value of the product 0.085, this means hypothesis D is accepted
features is 3.342 with the significant of 0.01, and the particular variable is insignificant
this means hypothesis B is accepted with in explaining purchase decision and the
the significant is 0.05 per cent. Which means significant level is 0.05 per cent. The Beta
product features is able to explain the changes coefficient is 0.182 this means that there
in purchase decision. The Beta coefficient is a negative relationship between social
is 0.469 this means that there is a positive influence and the purchase decision.

118
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

Thus it can be concluded all the DISCUSSION AND CONCLUSION

variables were insignificant and only
particular variable is significant in explaining The Relationship Between Brand and
the changes in influence consumer to Consumer Purchase Decision
purchase the mobile phone.
The factors that influence consumer behavior
Interview vary depending on the type of brand the
consumer chooses. Brand loyalty is very
Majority of the respondents claimed that the important to the success of any type of brand.
factor that influence their decision in buying a Consumers can be loyal to a particular brand
mobile phone is because of the quality of the according to the dimensions of consumer
phone and the price. This is because majority behavior. Loyal consumers help you gain high
of them need a mobile phone with a good market share. In order to retain new customers,
specification especially the quality of camera it is necessary to invest five times more costs
and the phone storage. Camera quality is really than to retain existing and existing customers.
important for them because some of them really Loyal consumers can gain a competitive
love to take a picture and some of them use it advantage over competitors, which is an
for work and study purpose. Same as the phone important success factor. The word loyalty
storage, this one is also really important as the generally refers to association and recognition.
respondents say that they need a large storage If a consumer is brand loyal, they will always
because they need to save their important files, choose that brand over other brands and have
photos and also to download more apps. been buying this product for many years. The
same brand that you always buy will come
Besides, another 10 respondents said to mind because of the connectedness and
that the factors that influence the purchase satisfaction you expect from that brand.
decision for mobile phones were due to With the increasing pace of globalization,
the brand. Most fans of Apple products competition is increasing and innovation is
will definitely own at least two of their required to compete with other brands.
products. Like the iPhone and the iPad. This
iOS ecosystem is excellent, so that users can Brands create a sense of status
answer phone calls and reply to SMS from the awareness in many consumers, which leads
iPhone directly on the iPad. Then, don’t forget to a feeling of recognition and the use of
the Apple Homepod speakers. When tethered different branded products is the new fashion
to an iPhone, users can easily control music trend. Now people want everything from the
from Apple Music as well as many devices food they eat to the clothes they wear to the
connected with voice commands via ‘Siri’. This decoration their houses, be much shaped
is the factor that led them to choose iOS. status and conspicuous consumption are also
factors that influence consumer behaviour
Lastly, the responses also determine to view your status. Brands that are used to
that the majority of factors that influence the show luxury, power, and wealth are called
purchase decision for mobile phones are due status tokens. The desire for high status is the
to affordable prices. 7 of the respondents stated factor that forces people to use brands as a
that affordable prices are the reason why they status symbol. Consumed to show that the
buy the phones they have now. This factor is due person who wore it is very status conscious,
to the brands that they use now meet their needs modern and wealthy and these marks can be
which is affordable prices and high quality in categorized as status marks.
terms of phone performance, operating system,
camera quality and storage space.

119
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

When branded products are intentionally traits, and people become social by their
exhibited or specifically shown to others to personality traits. Basis for determining
make them aware of the power and wealth consumer behavior. It studies that women are
of the user, we can speak of conspicuous more lively, enthusiastic and interested in the
consumption. This means that the display fashion industry and new brand launches than
of your wealth through the consumption of men. Women enjoy showing and displaying
different brands just to show the high status their wealth, power and status. In Pakistan,
is a conspicuous consumption and it is a women wear their branded clothing to make
very important dimension of the consumer others aware of their high status, which is why
behavior to influence your behavior towards people behave differently towards different
brands and also the impact and power of the brands depending on their gender.
brand influence and shape.
The Relationship Between Product Features
Brands are mainly used by wealthy and Consumer Purchase Decision
women to show their wealth and status to the
upper class. Due to the increasing number of Product features nowadays, there are many
brands and fashion, it is a trend in Pakistan high-tech functions of smartphones on the
that if you are rich you cannot buy unbranded market, so different people choose different
products. It is further argued that status use smartphone functions to suit their needs and
and conspicuous use are related and that desires. According to Oulasvirta et al. (2011),
status use is the reason for conspicuous use. smartphones today are equipped with wireless
Consumers need to have brand awareness. connectivity, an integrated web browser,
It essentially encompasses brand awareness application installation, full programmability,
and information or brand image in the minds a file management system, multimedia
of consumers. Knowing about brands helps presentation and capture, high-resolution
consumers remember them easily and creates displays, several gigabytes of storage and
a positive image of the brand in the minds location, and motion sensors. Consumers more
of consumers. The brand image leads to the preferred by, such as camera, color screen,
creation of a brand image in the mind of the voice-activated dialing, internet surfing, and
consumer that helps with future purchases of wireless connectivity (Ling et al., 2006).
the same product.
Based on a study by a similar researcher,
The brand image is basically the respondents say that most college students
consumer’s association and attachment to the prefer to buy a cell phone because of its
brand. When you think about it, branding is appearance, size, and menu structure. Product
how you think about the look and feel of the properties can be defined as those properties
brand and how it is used. On the other hand, of a product that can satisfy the consumer
the relationship of consumers with brands has (Kotler & Armstrong, 2007). According to Lim
a significant impact on consumer behavior, the et al (2013), hardware is the surface of the
relationship with brands is built through the device that can be physically touched, such
trust and satisfaction that the brand offers to as smartphone body, size, weight, colors. Well
consumers, and the satisfaction and trust lead design the software now includes computer
to brand loyalty. Concept of branding, the bond programs, procedures and documentation.
and association with the brand is necessary as
these are the variables that influence current In addition, the operating platform,
and future prices of consumers. It is said that storage, or application can also be classified as
consumer behavior towards branded products software. There are different types of operating
or services by age, gender, and personality software such as iOS, Android, Windows,

120
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

RIM Blackberry, Symbian, Bada and Maemo. the price of the phone. This also shows that
Hardware and software can be classified as the low-income group has a price limit which
product characteristics. In previous research causes their choice in choosing a phone is
by Russell (2012), consumers in Malaysia limited. Young people who have jobs are very
mainly prefer Android with 41%, followed by fond of new technology, but they will compare
IOS with 18%, RIM Blackberry and Windows the phone with a cheaper price when they’re
registered the same with 6%. Users from other buying a new phone, but the phone must
countries such as Singapore, Australia, New meet their tastes or desires. When buying a
Zealand, Thailand and Vietnam they mainly new phone there are consumers looking for
use the Android operating system. As already a phone that offers a discount. Most of them
mentioned by Lim et al. (2013), 31% of users are lower and middle-income groups. This
prefer software over hardware, only 17.6%. also shows that the price has influenced the
consumer’s purchase decision.
The Relationship Between Price and
Consumer Purchase Decision The Relationship Between Social Influence
and Consumer Purchase Decision
Price is a value for a product or service. A
buying decision is a process in which the The definition of social influence is the process
consumer will identify what is needed, list and of change of an individual in terms of attitudes,
generate options and finally, make a purchase beliefs or behaviors changes occur due to the
decision after considering a number of things presence or actions of others. According to the
that are influenced by other factors. Based on analysis, social influence positively influences
the analysis, price positively influences the the consumer decision making in buying
consumer decision making in buying mobile mobile phones. Consumer buying decisions
phones. According to Heikki and Jari (2005) are influenced by social factors that consist of
also created a similar study in Finland. The family, friends, social roles and status (Kotler
study is about the consumer choice criteria and Armstrong, 2010). Family is one of the
in mobile phone markets by studying factors significant influences in consumer purchasing.
that influence intention to buy a new mobile The family shapes a person’s attitude and
phone on one hand and factors that influence behavior. The upbringing and teachings
on mobile phone change on the other. The from the parents have an impact on a person
study found that price is a crucial factor in in making the decision to buy a phone. An
consumers’ phone purchase decisions. Phone individual is very careful in terms of quality
prices in Finland are very expensive due to and cheap price in buying a phone because of
the country’s regulations as they must pay the the teachings of the family. However, children
phone operator and there are no discounts. The can also influence parents in phone purchase
results of their study found that young people decisions. In this era, children know more about
or students only buy phones at cheap prices. the development of technologies, especially
in the telephone. Because of this knowledge
Based on Bishal Nagarkoti (2009), children can advise or give recommendations
Consumers who consider price in phone when their parents buy a phone. This shows
purchase decisions are influenced by income the influence of the child to the parents in the
levels or economic circumstances. Price is a purchase of the telephone.
factor that influences the purchase decision of
the phone by the consumer. Consumers who In addition, friends are also able to
are low-income will make price one of their influence the decision to buy a phone. According
considerations to buy a phone. Meanwhile, to Bishal Nagarkoti (2009), consumers trust
people with high incomes do not care about recommendations from friends to buy a phone.

121
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

Some users do not know which phone is best camera resolution, a faster and more responsive
for them to use. Friends play an important role operating system, a smarter and lighter
in this with the knowledge he has, he explains design, and any other innovative software
the advantages of the phone and why he uses and hardware improvements. Smartphone
it. The friend will give the user the opportunity manufacturers may be able to boost sales and
to use his phone. When they get a good profits by incorporating more features into
impression, this will influence the user in the their products and providing what customers
phone purchase decision. want. Businesses must constantly improve
their quality through increased technology to
Social status has also influenced ensure that their products do not lag behind
consumers in making mobile phone purchase competitors. Furthermore, the company must
decisions. Social status is a person’s place or constantly innovate and grow. For example,
position in a social group, in relation to other Apple brand marketers can maintain the
groups in the larger group. For people who quality of their products and create many new
are from the upper and middle classes they products in the future. It also has the potential
buy goods or mobile phones to maintain to boost consumer loyalty to the Apple brand.
their social status. For example, the upper and Furthermore, Apple may reduce the price
middle class buy well -known phones, which of the iPhone in the future to make it more
have high brands no matter the price like accessible. Marketers, for example, may lower
Apple Iphone products, by buying the latest prices to entice students to buy a MacBook or
Iphone shows they are in high status where iPad for their studies.
they can afford expensive phones or goods to
society. Their buying decisions or behaviors The second factor to consider, according
are influenced to maintain their position as a to the report, is convenience. Smartphone users
high-income group. Meanwhile, the middle purchase devices for the sake of convenience.
and lower class, decide to buy a phone only Users can complete tasks more quickly with
based on a reasonable price or cheap. They a smartphone, and they don’t need to bring
buy goods for survival not for luxury and show a laptop because a smartphone can perform
high status with expensive goods. all of the functions of a laptop. Smartphone
manufacturers can concentrate on making
CONCLUSION smartphone usage more convenient for
customers by offering longer battery life and
Several managerial implications and slightly larger screen size, allowing people to
suggestions of the researcher are presented carry their phones with them wherever they go.
based on the study’s findings of factors
influencing mobile phone purchasing The third factor to consider when
behaviour among teenagers, which may be purchasing a smartphone is the brand. The
useful for companies’ future efforts to increase smartphone manufacturer must have a
smartphone sales. With so many options in the strong brand reputation, which can be built
smartphone market in the near future, suppliers by innovating and being a market pioneer,
should use them to meet the variables that or by providing a unique selling proposition.
influence customers’ purchase decisions. Other factors, such as excellent customer
service, social responsibility, and so on, maybe
The majority of smartphone users, important to consider in addition to the
according to the study, place a high value on smartphone device itself. Users place more
product features. Smartphone manufacturers trust in a brand that is well-known and strong
should conduct market research to determine all over the world. Following dependency,
what features customers want, such as higher the findings show that reliance influences

122
 Factors that Influence Consumer Purchase Decision in Choosing Mobile Phones among Teenagers

purchase decisions and that certain users may the company’s pricing strategy should not be a
become overly reliant on their smartphones to top priority. The cost of a smartphone will be
the point of anxiety when they are unavailable. less important to users, and it will be the last
consideration. It implies that if a smartphone
It is, however, not the most important manufacturer can deliver a smartphone with
factor to consider when making a purchase. exceptional product features at a higher
A smartphone manufacturer can create price, consumers will still buy it. Smartphone
something new that customers will trust providers should not place a high value on
to improve. Alarms, maps, paperwork, and pricing techniques such as psychological
contact lists are just a few of the modern pricing because their impact is minor.
features that keep customers glued to their
smartphones. Students and the working Lastly, the suggestion for marketing
class, for example, rely heavily on paperwork, action is, we hope that when we choose a
whereas drivers rely heavily on maps while smartphone, the marketing staff can provide
driving. Mobile phones company should be details about the phone we choose by telling
able to improve the quality of their product the pros and cons of the mobile phone. This
features and innovation, particularly in can help the buyer to know the inside of the
hardware and software, as well as aim to phone in more detail. Also, marketers can
increase brand recognition by providing introduce the performance of mobile phones
distinct characteristics that distinguish one in detail such as fast or slow charging or slow
brand from another. phone. Even though we do not know much
about cell phones, we still have to know. We
Users’ purchasing decisions are think the marketers need to work hard to
influenced by social influence, which includes attract customers, for me, marketers have
friends, family, and people in their immediate to explain their product (smartphone) very
vicinity. It also has a weaker influence on clearly to make sure people easily understand.
purchasing decisions when compared to
the other variables examined in this study. In conclusion, take action to ensure
Smartphone manufacturers should strengthen that they can promote in other ways to make
their social connections with their target someone able to recognize the smartphone
market, which will lead to positive word-of- brands. For example, promoting through
mouth. Smartphone manufacturers must be social media such as Facebook, Instagram,
able to improve overall quality, which includes Youtube and various types of media platforms.
product quality, packaging, and marketing, Moreover, when buyers buy a phone brand
to improve perceived quality. Understanding that marketers sell, they need to give a gift and
consumer perspectives can help with product a reasonable price with the technology used
development. Consumer attitudes must be to produce mobile phones.
examined regularly to build things that satisfy
the user’s desires. REFERENCES

Despite research indicating that social Barnsbee, L., Barnett, A. G., Halton, K., & Nghiem, S.
influence has a minor impact on purchase (2018). Cost-effectiveness. In S. D. Gregory,
M. C. Stevens & J. F. Fraser (Eds.), Mechanical
decisions, it can have a significant impact on
circulatory and respiratory support (pp. 749
a buyer’s decision. Better customer service – 772). Academic Press, Elsevier. https://doi.
and after-sales service should be provided to org/10.1016/B978-0-12-810491-0.00024-2
avoid client dissatisfaction and negative word Bogan, S. (2007). The Land of Brand: A good brand
of mouth. Finally, because price has the least is hard to create. Understanding what it is
influence on smartphone purchasers’ decisions, and how it works will help you polish your
own image in the marketplace. Business
Economics, Banking and Finance, 73 – 74.

123
MJBE Vol. 8 (June, No. 1), 2021, ISSN 2289-6856 (Print), 2289-8018 (Online)

Bush, T. (2020). Descriptive analysis: How-to, types, Nagarkoti, B. (2009). Factors influencing consumer
examples. https://pestleanalysis.com/ behavior of smartphone users (Degree thesis).
descriptive-analysis/ Arcada. https://www.theseus.fi/bitstream/
Fernandes, V., & Mekoth, N. (2018). Influence of handle/10024/70466/Nagarkoti_Bishal.pdf
teenagers on the mobile phone purchase Patel, M. (2014). Type of sampling design
decision by the head of the family: Differences (presentation slides). https://www.
based on the users. Global Research Academy slideshare.net/ManojKumar728/sampling-
Multidisciplinary International Journal, 2 (2), design-31558058
110 – 117. https://globalresearchacademy. Sata, M. (2013). Factors affecting consumer
uk/journal/index.php?journal=GRA&page= buying behavior of mobile phone devices.
article&op=download&path%5B%5D=269& Mediterranean Journal of Social Sciences, 4
path%5B%5D=pdf (12), 103 – 111.
Gallo, A. (2015, November 04). A Refresher on Shahbrin, N., Khandaker, S., Kashem, S., Chan,
Regression Analysis. Retrieved from https:// K. H., & Susila, T. (2017). Factors Affecting
hbr.org/2015/11/a-refresher-on-regression- smartphone purchase decisions of
analysis generation-Y. The Journal of Contemporary
Ganlari, D., Deka, P., & Dutta, C. (2016). A study Issues in Business and Government, 23 (1), 47
on consumer buying behavior of mobile – 65. cibg.org.au/article_1214_29bd101e04
phones. Journal of Management in Practice, b3cb6ae931c3fc52d8e0f6.pdf.‌
1 (1), 1 – 22. Siddique, M. Z. R., Jamil, A., & Ali, M. B. (2013).
Karjaluoto, H., Karvonen, J., Kesti, M., Koivumäki, T., Product features affecting buying decision
Manninen, M., Pakola, J., Ristola, A., & Salo, for mobile phone handset: A study on
J. (2005). Factors affecting consumer choice tertiary students segment. European Journal
of mobile phones: Two studies from Finland. ofBusiness and Management, 5 (25), 139 –
Journal of Euromarketing, 14 (3), 59 – 82. 147. https://www.iiste.org/Journals/index.
https://doi.org/10.1300/J037v14n03_04 php/EJBM/article/view/8050/8538
Kotler, P., Armstrong, G., Wong, V., & Saunders, J. Stasny, E. A. (2002). Nonsampling Errors.
(2008). Principles of marketing (5th European International Encyclopedia of the Social
Edition). Pearson Education Limited. & Behavioral Sciences, 10691 – 10696. https://
Lim, K. L. Y., Han, K. S., & Chan, B. Y. F. (2013), Factors doi.org/10.1016/B0-08-043076-7/00414-9
affecting smartphone purchase decision Ting, D. H., Lim, S. F., Patanmancia, T. S., Low, C. G., &
among Malaysian generation Y. International Ker, G. C. (2011). Dependency on smartphone
Journal of Asian Social Science, 3 (12), 2426 – and the impact on purchase behaviour.
2440. Young Consumers, 12 (3), 193 – 203. https://
Malviya, S., Saluja, M. S., & Thakur, A. S. (2013). A doi.org/10.1108/17473611111163250
study on the factors influencing consumer’s Uddin, M. R., Lopa, N. Z., & Md. Oheduzzaman.
purchase decision towards smartphones (2014). Factors affecting customers’ buying
in Indore. International Journal of Advance decisions of mobile phone: A study on
Research in Computer Science and Khulna City, Bangladesh. International
Management Studies, 1 (6), 14 – 21. Journal of Managing Value and Supply
McLeod, S. A. (2019). Sampling methods. https:// Chains (IJMVSC), 5 (2), 21 – 28. https://doi.
www.simplypsychology.org/sampling.html org/10.5121/ijmvsc.2014.5203
Mustafa, J., & Al-Rifat, A. (2019). Factors influencing
customer’s decisions of mobile phone
in Dhaka, Bangladesh. The Business and
Management, 10 (5), 164 – 170.

124