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The Influencing Factors that Impact the Buying Intention of Malaysian Students towards Samsung Smartphones

Present study aims to review the factors that have an affect over the buying intention of Malaysian students towards Samsung smartphones. Key purpose is to review the effect of factors like reliability, price, product features and brand recognition on the intention of buying among students in Malaysia with respect to Samsung smartphones. To acquire the data needed to carry out the research, an empirical study was done using the quantitative research approach. An online questionnaire was created that includes combination of close ended and 5 point likert scale questions. The questionnaire was dispersed to 200 respondents from a research sample that was created by adopting simple random method of sampling. Data for this study that obtained from sample was then processed and analyzed using statistical tests in SPSS. The findings were discussed and conclusions were drawn.