The DEMATEL Approach to Analyzing the Factors Influencing University Students' Purchase of Smartphones

• Published in: 2021 2nd International Conference on Artificial Intelligence and Data Sciences, AiDAS 2021
• Main Author: Rodzi Z.M.; Kamarulamirin M.N.H.B.; Halim N.Q.B.A.; Ya'akop Y.B.
• Format: Conference paper
• Language: English
• Published: Institute of Electrical and Electronics Engineers Inc. 2021
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85119016969&doi=10.1109%2fAiDAS53897.2021.9574256&partnerID=40&md5=3664d58e776f2346c6dd9103ba4d7270

A smartphone is a necessity for everyone because it enables users to stay connected and entertained while travelling by browsing websites, listening to music, and staying connected. They can use any location to access email, play games, and work. Numerous smartphones from various manufacturers are available on the market. Purchasing a smartphone entails a great deal of thought. Thus, the primary objective of this paper is to analyse smartphone specifications that affect buyer behaviour when purchasing a product using the Decision-making Trial and Evaluation Laboratory (DEMATEL) method. The study was conducted with one hundred seventy students at Faculty of Computer and Mathematical Sciences, UiTM (Seremban Campus). Data were collected by using questionnaires and distributed to the students through Google forms. This study utilised seven criteria: Price (PR), Battery (BA), Camera (CA), Screen Display (SD), Storage (ST), RAM Processor (RP) and Operating System (OS). According to the findings, the top three factors influencing consumers' decision to purchase a smartphone are, in order, price (PR), camera (CA), and storage (ST). Additionally, a cause-and-effect diagram was created to assist in comprehending the relationship between all of those criteria. When consumers make smartphone purchase decisions, price (PR) is the most influential cause criterion, while Operating System (OS) is the most influential effect criterion. © 2021 IEEE.