Determinants purchase decision of smartphone based on marketing product

Mohd Ariff, Fairuz Fajilah (2018) Determinants purchase decision of smartphone based on marketing product. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of research was carried out to examine the determinants purchase decision of smartphone based on marketing product. The problem statement for this research is, what is the most significant factor of purchase decision that make by the consumers to purchase a smartphone? The research questions are developed to achieve the research objectives. The research objectives to examine the factors of marketing product for smartphone, to examine the relationship between determinants of marketing product and purchase decision, and to identify the most significant in determinants purchase decision of smartphone based on marketing product. There are five factors that had study in the purchase decision of smartphone. The factors involved brand, design, feature, quality, and warranty. This study was a descriptive research. Quantitative data collection method is used. Primary data is used to collect the data through survey by using questionnaire for this research purposes and secondary data is collected through Google Scholar and Library Opac provided by Universiti Teknikal Malaysia Melaka (UTeM). There are five hypotheses are developed. In addition, the major findings of this research were discussed in order to identify the significant factor of purchase decision of smartphone based on marketing product. After this research, the researcher admits that the factor is important in influencing the consumers make the decision to purchase a smartphone. Lastly, the limitations involved in this research will be addressed and recommendations will be developed to help future researcher in conducting these limitation.

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