The Influence of Brand Image and Product Quality on Purchase Decisions for Acer Laptop Products in the Surabaya Region

Dwinanda Firman Hakim, Nuruni Ika Kusmuma Wardhani

Abstract


In the digital era, laptops are a technology needed by everyone, both in the world of education and the world of work. In the rapidly developing technology industry, there is a lot of competition among laptop manufacturers. With so much competition for laptop products on the market, the market share of Acer's laptop products will decline in 2020 and 2021. Therefore, researchers formulate the problem of whether brand image and product quality affect purchasing decisions. This study aims to analyze the effect of brand image and product quality on purchasing decisions for Acer laptop products in the Surabaya area. The sample in this study is people who live in the Surabaya area and users of Acer laptop products, as many as 72 respondents. The sampling method used is Partial Least Square (PLS). The mechanism used is Non Probability Sampling using the sample purposive sampling method. This research shows that Brand Image and Product Quality have a significant effect on purchasing decisions for Acer laptop products in the Surabaya area.

Keywords


Brand Image, Product Quality, Purchase Decision on acer laptop products in the Surabaya area

Full Text:

PDF

References


Dharma, N. P. S. A., & Sukaatmadja, I. P. G. (2015). Fakultas Ekonomi dan Bisnis Universitas Udayana , Bali , Indonesia Fakultas Ekonomi dan Bisnis Universitas Udayana , Bali , Indonesia ABSTRAK PENDAHULUAN Globalisasi dapat memberikan suatu peluang maupun ancaman bagi merek yang kompetitif di pasar global. 4(10), 3228–3255.

Fitriyatul Bilgies, A. (2016). PERAN KUALITAS PRODUK, HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN BILLAGIO SKINCARE CLINIC SIDOARJO (Vol. 1, Issue 1).

Hendra Noky Andrianto, I. (2013). MPV Merek Toyota Kijang Inova Di Semarang. Dipenogoro Journal Of Management, 2(3), 1–10.

Indah Siti Mahmudah, M. T. (2014). Pengaruh kualitas produk,citra merek,dan harga terhadap keputusan pembelian POND. BISMA Jurnal Bisnis Dan Manajemen, 6(2), 1–10. https://journal.unesa.ac.id/index.php/bisma/article/view/2769/1789

Kusuma, R. W., & Suwitho. (2015). Pengaruh Kualitas Produk, Harga, Fasilitas Dan Emosional Terhadap Kepuasan Pelanggan. Jurnal Ilmu Dan Riset Manajemen, 4, 1–17.

Liya Monalisa Anis, Suharyono, S. (2015). PENGARUH KUALITAS PRODUK TERHADAP INTERNATIONAL BRAND IMAGE SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Mahasiswa pembeli dan pengguna Laptop Lenovo di Fakultas Ilmu Administrasi Universitas Brawijaya). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 28(2), 86469. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1156

Maksum, A. R., Rois Arifin, & Hufron, M. (2018). Pengaruh Brand Ambassador dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening. Journal of Chemical Information and Modeling, 53(9), 1689–1699.

Nursubiyantoro, E. (2005). Optimasi Proses Elektroplating Menggunakan Taguchi Multirespon (Studi kasus pada perusahaan pelapisan logam). 1(1), 343–350.

Pratama, H. (2017). Pengaruh Citra Merek, Harga, Dan Kesadaran Merek Terhadap Loyalitas Merek Smartphone Samsung Dengan Kepuasan Konsumen Sebagai Variabel Mediasi. 1(1).

Solihat, A. (2018). Pengaruh Promosi Penjualan Dan Kualitas Pelayanan. Ilmu Komunikasi, 5 No.1(1), 1–15.

Sumpu, N., & Tumbel, A. L. (2018). ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI PADA MAHASISWA UNIVERSITAS SAMRATULANGI MANADO ANGKATAN 2016 ) ANALISY EFFECT OF BRAND IMAGE AND PRODUCT QUALITY TOWARD THE PURCHASE DECISION SAMSUNG PRODUCTS (STUDY ON STUDENTS OF SAM RATULANGI UNIVERSITY IN MANADO IN 2016). Analisis Pengaruh Citra…… 2528 Jurnal EMBA, 6(4), 2528–2537.

Supriyadi, Fristin, Y., & Indra, G. (2020). Pengaruh kualitas produk dan brand image terhadap keputusan pembelian. Jurnal Bisnis Dan Manajemen, 3(1), 1–10.




DOI: https://doi.org/10.26618/jeb.v18i2.7888

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Jurnal Ekonomi Balance

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

View My Stats

Flag Counter