CONSUMER BEHAVIOR ANALYSIS OF BLACKBERRY USER STUDY CASE: PRESIDENT UNIVERSITY PUBLIC RELATION STUDENT BATCH 2009-2010

Abstract

The advancing of technology that cause by the rising of information need make communication technology becoming more and more used. Blackberry Smartphone is one of Smartphone who started rising among mobile phone users. Interesting features with easy access to get information and also certain features which only available in this mobile phone causing people began wanting to use it. Unfortunately most of Blackberry users only use their Blackberry as a lifestyle icon. There are 3 Assumptions of Media Ecology Theory, they are Media infuse every act and action in society, Media fix our perceptions and organize our experiences and Media tie the world together. There are Factors That Affecting Consumer Behavior they are Culture, Social, Personnal and Psychological. The research method that is suitable for this research is a quantitative since this research is conducted to analyze Cultural of Blackberry user among President University Public Relation Student batch 2009-2010. In this research I use 3 kinds of test which is Friedman test to know if those 4 factors are significant or not in affect people to use Blackberry, Wilcoxon Signed Rank Test to know which one is the most significant among those 4 factors in affect people to use Blackberry, and Kruskal Wallis Test to find if there is any relating among gender, ethnicity and age in affect people to use Blackberry. From the result obtained we can conclude that those 4 factors are significant (X2 = 23,18 and P= 0,000) in affect people to use Blackberry which culture occupied the first rank in affect people to use Blackberry (Z= -4,618 and P= 0,000) and also there is no relation among gender, ethnicity and age in affect people to use Blackberry.