Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM
Main purpose of this study was to investigate the factors affecting smartphone purchasing behaviour among Gen Y in Universiti Putra Malaysia. The factors studied were convenience, product features, social influence and brand. A total of 200 respondents participated in this study who were selected th...
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Malaysia Consumer And Family Economy Association (MACFEA)
2021
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Online Access: | http://psasir.upm.edu.my/id/eprint/97265/ https://macfea.com.my/vol-36-june-2021/ |
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my.upm.eprints.972652024-07-29T06:49:07Z http://psasir.upm.edu.my/id/eprint/97265/ Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM Osman, Syuhaily Law, Sin Yee Main purpose of this study was to investigate the factors affecting smartphone purchasing behaviour among Gen Y in Universiti Putra Malaysia. The factors studied were convenience, product features, social influence and brand. A total of 200 respondents participated in this study who were selected through a systematic random sampling method. Data were collected by using a self-administrated questionnaire. The Pearson correlation analysis showed that all the factors significantly influenced the smartphone purchasing behaviour among Gen Y in UPM. Meanwhile, multiple regression results indicated that product features was the strongest predictor. These findings suggested that marketers should create a suitable business plan and attractive advertisement to increase university students' smartphone purchases. In addition, future research was recommended to investigate other factors that affected smartphone purchasing behaviour among universities, mainly to gauge a more comprehensive view of Gen Y’s purchasing behaviour. Malaysia Consumer And Family Economy Association (MACFEA) 2021-06 Article PeerReviewed Osman, Syuhaily and Law, Sin Yee (2021) Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM. Jurnal Pengguna Malaysia, 36 (1). 21 - 41. ISSN 1511-998X https://macfea.com.my/vol-36-june-2021/ |
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Main purpose of this study was to investigate the factors affecting smartphone purchasing behaviour among Gen Y in Universiti Putra Malaysia. The factors studied were convenience, product features, social influence and brand. A total of 200 respondents participated in this study who were selected through a systematic random sampling method. Data were collected by using a self-administrated questionnaire. The Pearson correlation analysis showed that all the factors significantly influenced the smartphone purchasing behaviour among Gen Y in UPM. Meanwhile, multiple regression results indicated that product features was the strongest predictor. These findings suggested that marketers should create a suitable business plan and attractive advertisement to increase university students' smartphone purchases. In addition, future research was recommended to investigate other factors that affected smartphone purchasing behaviour among universities, mainly to gauge a more comprehensive view of Gen Y’s purchasing behaviour. |
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Article |
author |
Osman, Syuhaily Law, Sin Yee |
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Osman, Syuhaily Law, Sin Yee Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM |
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Osman, Syuhaily Law, Sin Yee |
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Osman, Syuhaily |
title |
Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM |
title_short |
Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM |
title_full |
Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM |
title_fullStr |
Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM |
title_full_unstemmed |
Factors affecting purchase behaviour of smartphone: a study on gen Y in Universiti Putra Malaysia UPM |
title_sort |
factors affecting purchase behaviour of smartphone: a study on gen y in universiti putra malaysia upm |
publisher |
Malaysia Consumer And Family Economy Association (MACFEA) |
publishDate |
2021 |
url |
http://psasir.upm.edu.my/id/eprint/97265/ https://macfea.com.my/vol-36-june-2021/ |
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