Abstract
A buying decision process is one of the Multi-Criteria Decision Making (MCDM) problems faced by everyone in daily life. One example is the selection of smartphones brand in the market. Thus, the study is conducted to evaluate the most effective criteria for buying smartphones and to rank the people's preferences on smartphone based on its brand. Six criteria (price, operating system, memory, display, camera and battery) and three alternatives which are the smartphone brands (Oppo, Samsung and Apple) were chosen in the study. Two main processes were involved, which are 1) evaluate the smartphone criteria using Fuzzy Analytic Hierarchy Process (AHP) and 2) ranking the brand using Preference Ranking Organization Method for Enrichment Evaluations (PROMETHEE). Surveys and questionnaires were conducted and evaluated by decision makers who are the smartphone's users. The result showed storage memory is considered as prominent criteria in choosing a smartphone meanwhile the consumers firstly prefer Oppo, secondly Apple and thirdly Samsung. Future work in this study may use other alternatives to be ranked by considering other top models as well.
 Keywords: Multiple criteria decision making, smartphone brand, Fuzzy AHP, Fuzzy PROMETHEE
Highlights
Mobile phone, known as the cell phone has become worldwide in communication industry
The results showed that brand and brand ambassador were the prominent criteria among the three criteria considered that affected the purchasing behavior of customers
The first stage of evaluation criteria is done by Fuzzy AHP
Summary
Known as the cell phone has become worldwide in communication industry. Smartphones have replaced the old cell phones (Fendelman, 2017). The first feature in smartphones is, the memory capacity. Smartphones have offered wide capacity to store pictures, videos, and applications in Micro SD cards compared to old mobile phones. Users can access the Internet using mobile plans through a web browser. The camera phones plummet the market in the early 00’s. These devices are used in numerous spots throughout countries and becoming an important tool in everyday lives (Lessler, 2017). It becomes one of the essential devices that everyone must have.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
