MARKETING STRATEGY PRIORITY TO SAMSUNG SMARTPHONE PURCHASE DECISIONS USING THE AHP METHOD AT THE SAMSUNG STORE SUKABUMI CITY

Technological developments in the telecommunications sector have made daily human activities easier and increased people's dependence on devices such as smartphones. Smartphones allow users to run applications, surf the internet, and have quick access to information. Over the past decade, Samsung has dominated the smartphone market through technological innovation, flexibility and modern design. Samsung smartphone purchasing decisions are influenced by various factors including consumer mindset, culture, social, personal and psychological. The purpose of this research is to find out which marketing strategies should be prioritized in determining Samsung smartphone purchasing decisions. The method used is the Analytic Hierarchy Process (AHP) method with the help of the Expert Choice software program. Research respondents consisted of Samsung employees, academics and consumers. The results of this research show that the factors in purchasing decisions that are the main priority are product quality factors with a weight of 52.6%, after sales service 27.7%, and promotions 19.7%.

Keywords: Smartphone, Decision Making and Expert Choice