Abstract
The purpose of this study is to investigate the purchase decision of Malaysian Generation Y and its association with brand concern, convenience concern, dependency concern, price concern, product feature concern and social influence concern. The data set is collected through self-administered questionnaire, and convenient non-probability random sampling method. A total of 125 samples was collected from Klang Valley, Malaysia. The findings revealed that there is a significant relationship between all variables with purchasing decision, which indicates that the Smartphone purchase decision of Generation Y is influenced by brand concern, convenience concern, dependency concern, price concern, product feature concern and social influence concern. The findings of this study are limited by the number of respondents, area and location, and the absence of other methods to obtain the results other than secondary research and questionnaire. This study is important for marketers to understand the consumer’s Smartphone purchase decision to be more competitive.