INFLUENCE OF PRODUCT QUALITY, PRICE, BRAND IMAGE ON PURCHASE DECISION OF ACER ASPIRE LAPTOP PRODUCTS (Case study in Pontianak City)

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Published: Dec 22, 2022
Keywords:
Product Quality Price Brand Image Purchase Decision

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Muhairil
ECONOMIC FAKULTY UNIVERSITY PANCA BHAKTI
Dina Octaviani
ECONOMIC FAKULTY UNIVERSITY PANCA BHAKTI

Abstract

This study aims to determine whether there is an effect of Product Quality, Price and
Brand Image on Purchase Decisions on Acer Aspire Laptops in Pontianak City. This type of
quantitative descriptive research. The population in this study are people in Pontianak City who
use Acer Aspire laptops. The sampling technique used is acidental sampling, to determine the number
of samples calculated using the Lemeshow formula, 100 people were obtained as samples. Data
collection techniques used are observation and questionnaires. The data analysis method uses
multiple linear regression analysis and the researcher uses IBM SPSS 25 to process the data obtained
The results showed that product quality, price and brand simultaneously affect the
purchasing decisions of acer aspire laptops in Pontianak. Variables of product quality, price, and
brand image partially affect the decision to purchase acer aspire laptop in Pontianak. The value of
the coefficient of determination (r2 Square) = 0.712, then the variables of product quality (X1), price
(X2), and brand image affect the consumer decision variable to buy an acer aspire laptop in
Pontianak City by 71.2% the remaining 28.8% by variable other.

Article Details

How to Cite
Muhairil, M., & Octaviani, D. (2022). INFLUENCE OF PRODUCT QUALITY, PRICE, BRAND IMAGE ON PURCHASE DECISION OF ACER ASPIRE LAPTOP PRODUCTS (Case study in Pontianak City). Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti, 8(2), 49–64. Retrieved from https://jurnal.upb.ac.id/index.php/equalibrium/article/view/314
Issue
Vol. 8 No. 2 (2022): Vol 8 No 2 (2022): Jurnal Equilibrium Manajemen (JEM)
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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