Journal of Business and Management Studies

Yazarlar: Napolie Joyce Buenafe, Hannah Mae Espedido, Kyle Rainier Samonte, Althea Karmen Vitto

Konular:-

DOI:10.32996/jbms.2022.4.1.2

Anahtar Kelimeler:Electronic Gadgets,Brand Identity,Purchase Intention

Özet: Technology has revolutionized the world and our daily lives over the years. Technological advancements have had a wide-ranging impact on our lives, such as the dramatic shift in communication. This study is to determine what affects the purchase intention of Gen Z towards Electronic gadgets. Using the Descriptive Analysis and Cluster random sampling, data is collected through an online survey with the respondents of 150 in selected cities of Metro Manila. And findings suggest that brand identity plays a significant role in influencing the purchase intention of Generation Z. The people who will benefit from this paper are Businesses, Entrepreneurs, Future researchers, and retailers. It will give them enough information to be knowledgeable about the purchase intention of Gen Z consumers when it comes to electronic gadgets.

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