Exploring the factors influencing purchase intention of smartphone among students in Kolej Komuniti Pagoh and Kolej Komuniti Ledang, Johor, Malaysia / Siti Khairiani Po’at

This research study was carried out to investigate the factors that influencing the purchasing intention of smartphone among students. The students in Kolej Komuniti Pagoh (KKP) and Kolej Komuniti Ledang (KKL) were being the respondents for this research. Researcher had list down four factors that influence the purchase intention among students which is product features, brand name, product price and social influence. SPSS statistic was being used as for analyze and interpret the questionnaire data. This study was a descriptive study and quantitative data collection method and convenience sampling method had been used. The students in KKP and KKL was being targeted as the respondents because they are young adults generation. This study was used the primary and secondary data collection method. The list of secondary data collection was journals, internet research, online article and text book. The questionnaire-based survey was used and 100 copies were distributed and being analyzed through SPSS. Descriptive analysis, reliability analysis, Pearson correlation coefficient test, multiple regression analysis and central tendency were being choosen as data analysis techniques.