Consumer perception on purchase intention towards Astro Internet Protocol Television (IPTV) / Mohamad Amrullah Mohd Hafiz

• Main Author: Mohd Hafiz, Mohamad Amrullah
• Format: Student Project
• Language: English
• Published: 2016
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Internet Protocol multimedia subsystem. Multimedia communications
• Online Access: https://ir.uitm.edu.my/id/eprint/85016/1/85016.pdf; https://ir.uitm.edu.my/id/eprint/85016/
• Institution: Universiti Teknologi Mara

This study attempts to gain knowledge about consumer perception (perceived quality, perceived price and perceived value) on buying intention towards Astro IPTV, which is the high premium product that had been launched by Astro Malaysia Holding Bhd. The data obtained from the sample of 100 respondents were analyzed with descriptive and correlation analysis. Results from correlation analysis showed all independent variable have the positive effect towards buying intention. In this research, it also shows that al' the independent variables accept alternate hypothesis. The results from this research provide the influence how factors affect consumer purchasing decision. Finally, future research should be included with larger number of respondents.