The study aims to probe the effect of perceived price, perceived quality, brand awareness, andsocial influence on purchase intention of South East Asian (SEA) Young Adults towards globalsmartphone brands. This explanatory research uses quantitative empirical data collected from 200SEA Young Adults studying in one of the public universities in Malaysia. Stratified random samplingis used while ensuring fair representation of SEA countries, viz., Singapore, Malaysia, Philippines,Thailand, Indonesia, Vietnam, and Cambodia. Correlation and regression analysis were carried outusing SPSS 20.0. The study resulted in the finding that social influence has the highest level of linearrelationship and so is the most influential factor among four. The findings provide guidelines to globalsmartphone brands for developing value proposition and better promotion mix for smartphonespromotion.