THE ANALYSIS OF WHICH STAGE IS THE MOST IMPORTANT IN BUYING DECISION PROCESS OF BLACKBERRY (STUDY CASE AT LIPPO CIKARANG MALL)

Abstract

The competition in Telecommunication business between brands of the smartphone has become very tight. Because so many smartphone maker, BlackBerry as a Canadian smartphone producer have to developing their products and have good strategy in attract new customers. As a new player in telecomunication business, BlackBerry has their own uniqueness so that they can compete with other brands who has exist already. The research is aim to analyze which stage is the most important in buying decision process of BlackBerry that influenced customer purchase decision. And gender segmentation will be implement in this research to know what are most important stages in buying decision process of BlackBerry between male and female. This research is conducted in Lippo Cikarang Mal in Cikarang, West Java, Indonesia. The research methodology that used in this research is quantitative method. In this research, researcher use questionnaire as instrument. By using buying decision process method, it is possible for researcher to identify which stage is the most important in buying decision of BlackBerry. Based on analysis of the result using buying decision process method researcher found that in general the most important stage in buying decision process is purchase decision. And for the male respondents is also purchase decision as the most important stage in buying BlackBerry smartphone. And for the female respondents they believed that the most important stage in buying BlackBerry smartphone is post purchase behavior stage.