THE ANALYTICAL HIERARCHY PROCESS (AHP) ON PURCHASE EVALUATION OF LOW END SMARTPHONE IN MANADO (CASE STUDY : OPPO, ASUS AND ADVAN)
Abstract: Smartphones is a sophisticated mobile phones
that resemble computers to meet human needs as a communications tool. Consumer
purchasing decisions are a process that involves individuals or groups in
choosing, purchasing, using or disposing of products, services or experiences
to meet their needs. In understanding decision making we will know how consumers
make a decision from searching to buy products or services and also we can know
the factors that influence decision making. This research uses kuanitatif
method to measure data. The method used is Analytical Hierarchy Process method.
The AHP method for rating alternative decisions and selecting the best multiple
criteria is given, allowing users to assess the relative weights of some
criteria given intuitively. Customer will choose Oppo as the most preferred low
end smartphone in Manado compared to the other alternatives. The result shows
people want to choose the best low end smartphone, they prefer to choose Oppo
smartphone among the other alternatives. User interface is the most important
criteria for the consumer. The user interface of the low end smartphone much
important as the criteria in purchase evaluation because every consumer need
their low end smartphone to be able to interact directly.
Keywords: customer decision
making, analytical hierarchy process
Penulis: Gabriella Berhimpon,
Sifrid S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180300
