The offers of a latest type of smartphone is abundant in the market. The decision to buy new or
to change to new smartphone has been an act that no need hard effort from the buyers perspective,
especially the youngsters. However the motive behind buyer decision to change his or her smartphone or
to change to smartphone is not clearly uncovered. This study is aimed to uncover factors that influence
the decision of buying new smartphone as a replacement to the old one. The study uses the main
construct of innovation adoption, Modified UTAUT2, proposed by Venkatesh. The factors of Modified
UTAUT2 further moderated by unconscious intentionally or irrationality factors of Dan Ariely that exists
in every person. The study sample is drawn conveniently from Java Island student population who is
using or interested in using Samsung Galaxy. The methods of data collection was conducted through
questionnaires with Google Form application and sent to 250 smartphone users samples. Data process is
performed by using SPSS 20 and SmartPLS 2.0. The results of this study shows a significant influence of
variables : social influence, hedonic motivation, habits, and social influence moderated by irrationality to
purchase intention behavior.
Keywords: Smartphone Samsung, Purchase Intention, Irrationality, SmartPLS 2.0 , Modified UTAUT 2.