Analysis of Factors Influencing Laptop Purchase Decisions
DOI:
https://doi.org/10.58812/wsjee.v1i11.409Keywords:
Price, Brand Image, Quality and Purchasing DecisionsAbstract
Consumers are currently vying for laptops as desirable electronic goods. Customers consider price, brand, and quality while making laptop purchases. The study's goal covered the considerations while buying a laptop. Utilizing tools from linear regression analysis, the study methodology combines quantitative descriptive methodologies. The Likert scale is used to collect data using SPSS version 27, and 200 students are sampled from the student body of APP Polytechnic who utilize laptops. The t-test results indicate that purchasing decisions are positively and significantly influenced by price, brand image, and quality. The F test findings show that the variables together have a 13.7% influence, with other factors accounting for the remaining 86.3%.
References
A. A. A. P. Mangkunegara, "Consumer behavior," 2009.
G. Zauberman, K. Diehl, and D. Ariely, “Hedonic versus informational evaluations: Task dependent preferences for sequences of outcomes,” J. Behav. Decis. Mak., vol. 19, No. 3, pp. 191–211, 2006.
A. Kotler and G. Armstrong, "Marketing Principles Volume 1 Erlangga Jakarta," Jakarta: Erlangga, 2008.
P. Kotler and G. Armstrong, Principles of marketing, vol. 1, no. 2. Jul, 2013.
B. S. H. Handoko and B. Private, "Marketing Management: Consumer Analysis and Behavior." BPFE. Yogyakarta, 2010.
P. Kotler and G. Amstrong, “Principle Of Marketing, New Jersey: Pearson Prentice Hall.” Inc, 2014.
P. Kotler and K. L. Keller, "Marketing Management, Jakarta: Erlangga," Like. Snapped. Dawn, 2009.
P. Kotler and G. Armstrong, “Principles of Marketing, New Jersey: Pearson Education Limited,” 2012.
B. Alma, "Marketing management and service marketing," 2018.
F. Tjiptono, "Marketing business strategy." Yogyakarta: Andi, 2008.
E. Ferrinadewi, "Brand Image.: Dimensions, Development Process and Measurement," J. Business and Manaj., vol. 6, no. 3, pp. 333–346, 2008.
T. Durianto, S., & Sugiarto & Sitinjak, “Strategy of Conquering the Market through Research Equity and Brand Behavior,” 2010.
Y. Suhars, & Sutarso, Marketing In Practice. Yogyakarta: Graha Ilmu, 2010.
R. S. Fahrezzy, "The Effect of Product Quality and Price on Consumer Purchasing Decisions of Asus Laptops," J. Indones. Build, vol. 17, no. 2, pp. 10–10, 2018.
P. Auliya, F., Astuti, M., &; Pusporini, "Acer Laptop Product Purchase Decision in the Covid-19 Era," IKRAITH-EKONOMIKA, vol. 5, no. 1, pp. 1–9, 2022.
D. Dama, "Analysis of factors that influence consumer buying interest in choosing acer laptops at the Lestari Computer Manado store," J. Berk. Ilm. efficiency, vol. 16, no. 1, 2016.
I. Diarta, "The Influence of Brand Equity and Product Quality on Asus Brand Laptop Purchase Decisions in Tabanan City," Ganesha University of Education, 2021.
N. Linda, "THE EFFECT OF PRICE AND PRODUCT QUALITY ON ACER LAPTOP PURCHASE DECISIONS (CASE STUDY OF UNISKA STUDENTS OF THE FACULTY OF ECONOMICS IN BANJARMASIN)," Kalimantan Islamic University MAB, 2020.
Alexander, Educational and Social Research Methodology (Quantitative and Qualitative). Jakarta: Erlangga, 2008.
Sugiyono, Business Research Methodology. Bandung: Alfabeta, 2013.
Sugiyono, Qualitative quantitative research methods and R&D. Bandung: Alfabeta, 2010.
U. Sekaran, Research Methods For Business: A Skill Building Approach, 3rd edn. John Wiley and Sons Inc, 2000.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Nawiyah Nawiyah, Renny Kurniawati, Titin Endrawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
+62 821 1557 5700
westscience.journals@gmail.com