PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ACER (STUDI PADA PENGUNJUNG HI-TECH MALL SURABAYA)
Abstract: Acer is one of the
world's largest laptop companies and is also one of the major laptop companies
in Indonesia that has a good image and product quality that is considered good
accompanied by many award-winning. But it can’t guarantee acer laptop will lead
laptop market share in Indonesia. The purpose of this study is to analyze anddiscuss
the influence of brand image and quality perception of purchasing decision The
research design isconclusive research with quantitative approach. The
population in this study is that consumer laptop acer aged a minimum of 19
years old, who have bought and used acer branded laptops from 2016 until now.
The sampling method is nonprobability sampling and the sampling technique is
using purposive sampling. The sample used is 220. Data collection techniques
using questionnaries. The analysis technique used multiple linier regression
with SPSS program for windows 23. The result of this study indicate that the
independent variables of brand image and perceived quality significantly
influence the purchase decisions by 39.6%. while the remaining 60.4% is
influenced by other variables outside the variables used in this study.
Keyword: Brand Image,
Perceived Quality, Purchase Decision
Penulis: Achmad Hafidz
Amirullah, Sri Setyo Iriani
Kode Jurnal: jpmanajemendd180452
