Factors influencing buying intention of smart phone among Multimedia University (MMU) students in Melaka campus

The aim of this research is to analyze the factors influencing buying intention of smartphone among MMU students in Melaka campus. Today firms build use of assorted ways so as to draw in new customers, retain existing customers and differentiate their merchandise from those of their competitors. Perhaps, the foremost
necessary and effective strategy to influence client behavior within the product choice is accenting the brand name and pricing offer of the merchandise. Therefore, aim of this paper is to research the factors influencing buying intention of smartphone. Five independent variables that is brand, price, design, operating system and patents are tested against dependent variable buying intention to view the relationship and influence. The study involved a questionnaire handed to 367 students which using smart phone and selected randomly in Multimedia University Melaka. It is highly noted that brand, price and design has significance with smartphone buying intention. Meanwhile, operating system and pattern has no significance with smartphone buying intention.