Factors affecting purchase intention of iPhone among business students in UiTM Puncak Alam, Selangor

The study aims to investigate the factors affecting purchase intention of iPhone among business students in UiTM Puncak Alam, Selangor. The objective of this study is to examine the relationship between independent variables (brand consciousness, perceived quality, perceived innovation)and dependent variable (purchase intention of iPhone). Moreover, the study employed survey research design and primary data was collected through questionnaires with 200 respondents were selected. Eventually, the findings of this research shows significant relationship between independent variables (brand consciousness, perceived quality, perceived innovation)and dependent variable (purchase intention of iPhone). It was acknowledged that brand consciousness has the strongest effect on purchase intention of iPhone. As for future researchers, they may consider a bigger sample size and retest the survey instrument in different countries to develop a vast understanding of factors that affect purchase intention of iPhone as a whole