The Panel of Examiners hereby declares that the thesis entitled "Analysis of Personal Factors that Influence the Consumer Buying Decision Process for Ipad" submitted by Habibatut Ridhah with major. ” prepared and. I declare that thesis entitled "Analysis of Personal Factors Influencing Consumers' Purchase Decision Process for iPad" is, to the best of my knowledge and belief, an original work that has not been submitted in whole or in part to another university. to obtain a degree.
This objective of this research is to find out what is the personal factor that most influences the consumer's purchase decision-making process for the Apple iPad. The researcher found that the lifestyle factor (mobile communication lifestyle) influences the purchase decision process the most.
INTRODUCTION
Sampling Design
The population of this research includes respondents from teenagers to people in the age of 50 who are willing and considering to buy Ipad/Ipad 2 or have already bought an Ipad/Ipad 2. The population group is divided into 4 income categories: No income, low income, middle income and high income. The sample is the group of people you choose to be in your study.
Purposive sampling (sometimes known as judgmental sampling) is a type of non-probability sampling that involves drawing the sample from that part of the population that is close at hand. When the desired population for the study is rare or very difficult to locate and recruit for a study, purposive sampling may be the only option. That is, the researcher selects the sample based on who they think will be suitable for the study.
It can be by meeting the person or including a person in the sample when you meet them or chosen by finding them through technological means such as the Internet or by telephone. However, the researcher chooses a purposive sampling method due to a lack of time and money. As far as the researcher is concerned, purposive sampling method best suits the situation because.
Purposive sampling can be very useful for situations where the researcher needs to reach a target sample quickly and where sampling for proportionality is not a primary concern. With a purposive sample, the researcher is likely to obtain the opinions of the target population, but the researcher is also likely to overweigh subgroups in the population that are more accessible. In a research study, the researcher may have many measures or may measure a large number of people on each measure.
- Product Profile
- iPad’s Sales Condition in Indonesia
The iPad runs the same systems as the iPod and iPhone - and can run its own apps as well as iPhone apps. Like the iPhone and iPod Touch, the iPad operates a multi-touch screen—a departure from most previous tablets that used a touch-triggered stylus—and a virtual on-screen keyboard instead of a physical keyboard. iPad uses a wireless local area network ("Wi-Fi") connection to access networks and the Internet.
By the time the iPad 2 was released in March 2011, more than 15 million iPads had been sold – outselling all other tablet PCs combined since the release of the iPad. CEO Steve Jobs unveiled the iPad 2, the second generation of the device, at a press conference on March 2, 2011, despite being on medical leave at the time. iPad 2 has been available for purchase, subject to stock availability, since March 11, 2011 at Apple Inc.
The iPad 2 was released internationally in an additional 25 countries on March 25, 2011, including Australia, Canada, France, Germany, Mexico, and the United Kingdom, but not Japan as originally planned due to the earthquake. The iPad was released with three storage capacity options: 16, 32, or 64 GB of internal flash. The iPad 2 introduced a third tier of models with CDMA support for Verizon Wireless in the United States, available separately from the AT&T-capable version.
The survey found that the iPad has become the most popular Apple device in many Southeast Asian countries. It is interesting to see how Apple can achieve success in the global market to dominate the market in Indonesia. Apple has over 250,000 iPhone-compatible apps on the iPad and 60,000 apps designed specifically for the iPad.
ANALYSIS & EVALUATION
Descriptive Analysis
- General Information
Gender
People aged 18-22 will create a balance in using the professional and entertainment function of the iPad compared to people aged 23-50 who are more engaged with job application or youth under 18 who favor the function more entertaining.
Occupation
Questionnaire Result Analysis
- Lifestyle Factor Question 1
- Self-Concept Factor Question 2
Figure IV-5 explains that 4 respondents chose "do not agree at all" in response to the question number, 13 respondents chose "disagree", 32 respondents chose "neutral", 41 respondents chose "agree" ” and 10 respondents chose “strongly agree”. 1. Figure IV-6 explains that 0 respondents choose "do not agree at all", 5 respondents choose "disagree", 30 respondents choose "neutral", 49 respondents choose "agree". Figure IV-7 explains that 1 respondent selected "do not agree at all", 4 respondents selected "disagree", 18 respondents selected "neutral", 59 respondents selected "agree".
Figure IV-8 explains that 0 respondents choose "disagree at all", 9 respondents choose "disagree", 32 respondents choose "neutral", 42 respondents choose "agree" and 17 respondents choose "strongly agree" as the answer to the question number. 7. Figure IV-9 explains that 1 respondent selected "strongly disagree", 13 respondents selected "disagree", 20 respondents selected "neutral", 48 respondents selected "agree". Figure IV-10 explains that 0 respondents choose "do not agree at all", 5 respondents choose "disagree", 29 respondents choose "neutral", 47 respondents choose "agree".
Figure IV-11 explained that 0 respondents choose "strongly disagree", 13 respondents choose "disagree", 28 respondents choose "neutral", 48 respondents choose "agree" and 11 respondents choose "strongly agree" as answer to the question number. 2. Figure IV-12 explained that 1 respondent chose "strongly disagree", 16 respondents chose "disagree", 41 respondents chose "neutral", 34 respondents chose "agree" and 8 respondents chose "strongly agree" ” as the answer to question number 1. Figure IV-13 explained that 1 respondent chose "strongly agree", 11 respondents chose "disagree", 35 respondents chose "neutral", 35 respondents chose "agree" and 18 respondents respondents chose "strongly agree" as the answer. of question number 4.
The figure IV-14 explained that 15 respondents choose "strongly disagree", 31 respondents choose "do not differ", 32 respondents choose "neutral", 14 respondents choose "agree" and 8 respondents choose "strongly agree" as the answer of the question number 9. The figure IV-15 explained that 6 respondents choose "disagree strongly", 17 respondents choose "do not differ", 37 respondents choose "neutral", 29 respondents choose "agree" and 11 respondents choose "agree strongly together" as the answer of question number 10. The figure 4- explained that 1 respondent chooses "strongly disagree", 6 respondents choose "do not differ", 35 respondents choose "neutral", 45 respondents choose "agree".
Interpretation of Result Comparison
Lifestyle
Self-Concept
The graphs above show that there are more “agree” responses in the area of lifestyle than in the area of self-concept. It implies that people like to buy ipad for the mobile communication lifestyle because they believe that Ipad will support their job, work, communication and education from the mobility that Ipad provides. Most respondents agree that these factors will influence their consideration and purchasing decision process for the iPad.
People would also like to buy Ipad because of the self-concept factor which includes their preferences, environmental influence, personal confidence and satisfaction. Based on this research, the respondents cannot really decide and have a clear preference on how the self-concept factor affects their purchase decision process. The purpose of this research is to find out which personal factor most influences the consumer's iPad purchase decision-making process.
After doing the study, the researcher calculates that regarding the purchase decision process of iPad, the researcher can conclude that the lifestyle factor (especially mobile .communication lifestyle) of personal factors affects people the most. Lifestyle is the degree of their activity, interest and opinions which influence their way of buying decision. In terms of lifestyle impact, the statement is "I think the iPad is the innovation of mobile communication." has the highest number of "agree" responses, which means that the respondent is really aware of mobile communication technology.
The need for mobility, quick information access and entertainment first come to people's minds when they think of the iPad, while Self-Concept factors which refer to. In self-perception influence, the statement is "I think the price is reasonable for the built-in technology." has the highest number of "agree". The conclusions say that people in Jakarta and Bandung consider buying because of mobile communication lifestyle factor.
In this term, smart consumer means those consumers who want to continue to have easy software, more rigid and always ahead of Android and tablet, which will be very big. Researcher also suggests that the consumer differentiates between the real technological progress and the progress of the company's tactics to increase sales. For example, iPad creates iPad 1,2 and is about to release iPad 3, they all come with slightly different features but can really be different in price.
Another example is the Iphone, which is constantly coming with new technology and some bugs (eg: Siri system, but the battery drains very quickly), but soon after a better version will be available. Research the information thoroughly to buy the gadget with the most suitable built-in technology. The discussion on the marketing strategy of the technology industry is very interesting, because technological progress is accelerating and changing dynamically.
This can provide a reference point in the time of technological development for marketing strategy, which means that the marketing strategy can also evolve by adjusting the situation. The competitions will be very strict and tight; It is the task of marketers and future researchers to figure out how to win Indonesian technology gadget. This is why the researcher will suggest future researchers to conduct more in-depth literature review, have better utilization of the sampling method, make more detailed questionnaires using the combination of quantitative and qualitative analysis to obtain and formulate the best result, conclusion and recommendations .
Books,Journals & Previous Study
Websites
The analysis of dominant factors that make people choose Nike shoes, based on the characteristics of the products.
APPENDICES
Questionnaire