Consumer Buying Behavior

Various research has stated the positive relation to purchase intention is determined how the brand name, price, social influence and relative advantage (Ling et al., 2014; Lim et al., 2012; Joep, Ruud, & Tammo, 2011; Yue and Stuart, 2011; & Juha, 2008). Similar topics also have elements that affect the purchase intention (Isibor, Okhawere, & Ogbonnaya, 2018; Panggabean, 2014; Anosh et al., 2014; Osman, 2012; & Lim et al., 2012), however, the research location and sample population are different and different in opinion. It is essential to improve organization dynamics Sharimilah et al., (2008) for organizations to remain competitive and resilient, they must effectively and efficiently create, capture, organize, share and apply organizational knowledge and expertise (Balakrishnan & Chandramalar, 2019).

Mobile subscribers' market share between 2019 to 2020. Among the telecommunication providers in Malaysia, Maxis regained the market leadership in total subscribers with a share of 25 percent, Celcom had the biggest gain with an increase of 306k subscribers’ 3.7 percent in 2020 which drove its market share by 1.4 percent. Celcom’s impressive performance were driven by the postpaid and prepaid segments. Digi took the biggest hit from the pandemic, losing 840,000 users’ -7.4 percent with a drop of its market share by 1.0 percent, due to the decline of its prepaid subscribers. The statistics indicate, that since technology capability emerged as one of the important criteria for making dynamic decisions, a strategic move is key for the sector to move forward (Balakrishnan & Mohamad, 2018).

Studies have focused on the main type of mobile marketing services, which are usually mobile internet, mobile advertising, mobile coupons, mobile payment and mobile banking, and location-based mobile services. However, little attention to the university students' market segment’s smartphone purchase intention (Wui, Woo, & Haizam, 2018). Research shows that the focus of the research aimed to determine the factors that affected the consumer buying intention on smartphone products which shows that smartphones had become a daily part of our life to work, and learning, entertainment (Rahim et al., 2016; Lazim & Sasitharan, 2015; Nagar, 2014; & Lay al., 2013). It further explore the brand, price, social advantage, and relative advantage influence on purchase intentions. 

Purchase intention explains the planning process or advances planning before a decision is made to purchase goods or services in the market. The decisions may not lead to purchasing activities (Warshaw & Davis, 1985). Purchase intention means an individual’s intention to purchase which is already in the mind. The purchase intention turns to purchase action when the intention becomes stronger and the decision to purchase has a high possibility. Purchasing intention can be defined as the willingness of buying the goods and services in the market in the future (Chinomona, Okoumba, & Pooe, 2013). Hence, the purchase intention may create consumers' purchase decisions or purchase intention (Schiffman & Kanuk, 2000). Purchase intention is also referring to the last step in the purchasing decision to determine the action on the purchasing (Agarwal & Teas, 2002). Purchase intention information may assist organizations to predict the market demand and new markets (Armstrong, Morwitz, & Kumar, 2000). Research in purchasing intention may provide insight to smartphone retailers and producers to improve their target market strategy and improve customer satisfaction. Purchase intention is considered one of the main factors to understand consumers' purchasing intentions and behavior.

The research shows that brand name, price, social influence, and relative advantage had considerable influence on the consumer buying behavior. These insights may assist mobile retailer with a better understanding of consumer needs, wants and preferences, and to plan the  marketing strategy formulation. Retailers may increase the customer engagements to position smartphones to specific target markets due to the online learning demand which require a capable smartphone. Producers may need to consider innovative features to attract the target markets to their brand and competitive strategy from a broader perspective to capture the opportunities that arise in the market. Since the implementation of performance can easily be duplicated by competitors, the implementation of strategic competitive measures may lead to significant competitive capabilities, suggesting and the need to understand rural and urban marketing strategies. Despite the various potential benefits offered by technology, future research may focus on Generation Z who prefers to shop around for the best deal. The study can assist to create effective digital marketing strategies to attract and influence consumers buying behaviors.