ANALYSIS OF PERSONAL FACTORS THAT INFLUENCE THE CONSUMER BUYING DECISION FOR IPAD

Abstract

This objective of this research is to find out what is the personal factor that influence consumer buying decision process for Apple iPad the most. The research is focusing on lifestyle and self-concept factors. The age, occupation and economic condition are treated as supporting factors. The research is conducted in Jakarta, started from October 28 to November 12, 2011, by spreading online questionnaire to people who is considering to buy iPad or already bought one. There are 100 samples that being observed, they live in the city of Jakarta and Bandung. However, lack of time and references are being some obstacles in the research process. The researcher use qualitative method, specifically utilize descriptive statistic to analyze data and interpret the result. The researcher found that lifestyle factor (mobile communication lifestyle) influence the buying decision process mostly. Furthermore, the researcher can formulate the suggestions and recommendations for Apple Inc. as iPad vendor, to future consumer of Apple, especially Apple iPad, and to the future researcher of the same field. The researcher also hope this research will be a help to other related parties.