Factors Influencing Purchasing Intention of Smartphone Brand: A Study on Female Students in University Malaysia Perlis (UNIMAP)

Abstract

The purpose of this paper is to investigate the factors that influence the purchase intention of smartphone among female university students in University Malaysia Perlis. Mobile communication has made an impact towards interaction between people while conducting business either locally or internationally. The expansion of mobile communication technology such as wireless internet, mobile phone and Global Positioning System (GPS) are constantly evolving and upgrading and it will affect the result of consumers’ changing needs and preferences. As a result, this research has carried out to identify the factors influencing purchasing intention of smartphone among female students in University Malaysia Perlis (UniMAP). This study investigates the relationship between brand image, price, product features, peer group and purchase intention towards smartphone brands. This survey was conducted by distributing questionnaires and the data was run using SPSS. The result shows that there is a positive and significant relationship among all the independent variables and all hypothesis is accepted. Based on these results, it seems that the smartphone company needs to enhance their product with affordable price and develop marketing strategy to attract consumer especially female consumers as they play an important role in purchasing power and increase purchase intention.