FACTORS AFFECTING THE DEMAND OF SMARTPHONE AMONG STUDENTS IN UNIVERSITAS GADJAH MADA

Smartphone is commonly discussed among university students, with no exception for students in Universitas Gadjah Mada, Yogyakarta, Indonesia. With abundant choices of smartphones in the market, it will be interesting to study which factors that affecting student�s purchase intention toward smartphone. This research used multiple regression analysis to study the relationship of Product Features, Brand Name, Price, and Social Influence with the Demand of smartphone. Data were gathered using online questionnaire to 220 respondents of students from Universitas Gadjah Mada. The result proofed that Product Feature is the first factor for students when purchasing a smartphone. The second most important is Social Influence, while Brand Name is the third important factors. Contradictory with previous research, Price is insignificant in this research. The result of this research suggests marketing manager to improve their smartphone with the latest product features and improve the product placement strategy and also opinion leader to improve the buzz marketing that turns out to be crucial in this market