Factors influence the purchasing behavior of smartphones among undergraduates students in UiTM Samarahan, Sarawak / Olyffia Juti

The purpose of this research is to determine the factors influences purchasing behavior of smartphones among undergraduates students in UiTM Samarahan,Sarawak. This study are conducted in UiTM Samarahan, Sarawak. A sample of 331 respondents from eleven programs
offer in UiTM Samarahan are selected randomly to answers the questionnaire. There are four factors such as price, convemence, social needs and product features were
selected from both primary and secondary data. All of the combined factors are analyzed through Pearson correlation and multiple regression analysis. From the analysis, convenience is the main factors that influence the purchasing behavior of smartphone among undergraduates students in UiTM Samarahan, Sarawak. The other important factors are social needs and product features. The study suggested that the smartphone manufacturer should consider the above mentioned factors to equate the opportunity among undergraduate students.