| dc.description.abstract | Along with the trend of globalization, the economic grows rapidly in many aspects nowadays, standards of life enhances along with better incomes. Hence, people tend to use electronic devices to experience their hobbies. Books bring knowledge. People still read books but in different method. Now they don’t need to
go to bookstore, just one-click and their favorite books will appear in screen. Catching
up with this trend, Amazon had developed ebook reader devices name Amazon Kindle with friendly user interface and advanced features. However, the ebook reader races become more and more fierce. The large concern is “how Amazon Kindle attract customer when many people still very distant with the ideas of reading ebook
on specific devices.
Under the pressure of competition with existing and newborn ereader manufacturers, purchase intention is investigated in this study. With purpose is to assist Amazon Kindle sellers to improve its marketing strategy to enhance customer purchase intention.
This research aims to achieve 3 main goals. First of all, investigate factors affecting purchase intention toward Amazon Kindle. Secondly, assessing the level of purchase intention based on the survey result. Lastly, after measuring, based on the results, the study proposes recommendations for improving marketing strategy and purchase intention of Amazon Kindle. This research is done throughout survey questionnaire distributing to 192 respondents. Descriptive statistics, reliability test, correlations and regression are applied. Findings indicated that Amazon Kindle
should improve its marketing strategy in terms of motivation and brand name. | en_US |
