Authors : Elimawaty Rombe
Abstract: The purpose of this study is to examine the differences that may occur in the consumer decision making process in buying electronics product between the group of college and high school students in Palu (Central Sulawesi Province, Indonesia). This study uses two analysis tools of the independent t-test analysis and Analysis of Variance (ANOVA). This study found that the decision-making process of college and high school students in buying electronics product shows diversity and similarity. Respondents have distinctive opinion related to the influence of factors such as friends or relatives opinion, experience of the brand, examination of the products, influence of the salesperson and attitude toward advertising. However, both groups havesimilar notion in terms of brand loyalty. Therefore, both groups of respondents have the same vulnerability to switch brands. Small sample is one of limitation of this study, so that, the future research should involve large sample.
Elimawaty Rombe , 2017. Consumer Decision Making Process on Electronics Products in the College and Senior High School Students in Indonesia. International Business Management, 11: 2003-2009.