| Summary: | This study aimed to study the antecedents buying intention of new smartphone among tertiary level education of students. It investigated direct influence between product features, brand name, social influence and financial control as independent variable and purchasing intention as dependent variable. 300 sets of questionnaire have been distributed among the diploma students aged between 18 to 25 years old, and 260 sets of questionnaire were returned. Statistical Package for Social Science (SPSS) and Structural Equation Model (SEM) used to analysed the questionnaires that have been answered by respondents. The results reveal that product features, brand name, social influence and financial control have positive direct influence on students purchasing intention on new smartphone. Meanwhile, product sacrifice has negative direct influence on students purchasing intention on new smartphone. © 2017 American Scientific Publishers. All rights reserved.
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