Factors affecting purchase decision among millennias towards smartphone in Shah Alam / Muhammad Hairi Hizwan Mohd Terudin

Mohd Terudin, Muhammad Hairi Hizwan (2019) Factors affecting purchase decision among millennias towards smartphone in Shah Alam / Muhammad Hairi Hizwan Mohd Terudin. [Student Project] (Unpublished)

Abstract

This research objective is to examine the relationship between three hypothesis which is the relationship between brand concern, social influence and product features with millennials purchase decision towards smartphone in Shah Alam. For this purpose of study, the descriptive research was conducted. Convenience sampling has been utilised with 380 respondents as the sample size which 328 questionnaires were answered and collected from the respondents based on their consent and voluntary basis. The result indicates that all of the hypothesis shows a positive relationship and significant between independent variables (brand concern, social influence, and product features) with the dependent variables (Millennials purchase decision). All results and analysis has been evaluated by using SPSS (Statistical Package for Social Science during research been conducted.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Mohd Terudin, Muhammad Hairi Hizwan UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management > Decision making H Social Sciences > HE Transportation and Communications > Telephone industry H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Keywords:	Purchase decision; Brand concern; Social influence; Product features
Date:	2019
URI:	https://ir.uitm.edu.my/id/eprint/25792