KAJIAN PERILAKU KONSUMEN PENGGUNA SMARTPHONE IPHONE PADA KALANGAN MAHSISWA STIESIA SURABAYA

Abstract

This research aimed to find out and examine the implementation of consumer behavior on the iPhone smartphone purchasing decision among STIESIA Surabaya students. The data collection technique used purposive sampling, in which the sample was based on criteria given. In line with, three were 7 samples of respondents. While, the sample was the customers who used iPhone smartphone a minimum of six month. Besides, the product was in good condition and original wasn’t a second hand product. Moreover, the type of iPhone smartphone should be at least iPhone 6. Furthermore, the instruments were observation, interview, and documentation. In addition, the data analysis techniques used Miles and Huberman models. According to the research result, consumer behavior in the iPhone purchase decision was affected by some internal factors namely, lifestyle, past experience, and like or dislike. On the other hand, some internal factors which were not affected, i.e age, education, behavior or personality. Meanwhile, consumer behavior in iPhone purchasing decisions was also affected by external factos, namely culture, friends, product quality, and product design. On the other hand, family was the external factor which did not affect.
Keyword: consumer behavior, purchasing decision, iphone.