Factors Influencing Customers’ Purchase Intention Towards Smartphones Among Residents of Poblacion, Impasugong: A Study Based on the Theory of Planned Behavior (TPB)

This study investigates the factors influencing smartphone purchase intention in the rural area of Poblacion, Impasugong, focusing on Brand Image, Product Features, Product Price, and Social Influences across different age groups. Using two sets of questionnaire items, which were validated by experts, and a descriptive-predictive-correlational design, data were gathered from 210 respondents through purposive sampling. These participants were categorized into three groups: Adolescents (12–18 years old), Early Adults (19–29 years old), and Middle-Aged individuals (30–64 years old), with seventy (70) respondents in each category. Statistical tools such as weighted mean, Spearman’s Rank Correlation, and Multiple Linear Regression analysis were used to analyze the data. Findings reveal that product features, brand image, and product price exert a very strong influence on purchase intention, while social influences show a high impact. Correlation results indicate significant positive relationships between each factor and purchase intention. Regression analysis highlights that brand image, product price, and social influences are significant predictors, accounting for 37% of the variance in purchase intention. This suggests that these factors are key determinants in customers’ smartphone purchasing decisions in the studied community, with other variables accounting for the remaining influence. Findings suggest that smartphone manufacturers should enhance brand image and implement pricing strategies. Furthermore, retail and online marketplaces should optimize their product assortment.