PENGARUH HARGA, SOSIAL DAN PRIBADI TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN LAPTOP TOSHIBA

Abstract

Marketing is an important factor, so the company should be able to identify the existing market information. The provided data will be an important source to prepare the right strategy. The purpose of the marketing is to meet and to satisfy the needs and the desires of customers; the company should learn and understand the consumer behavior.This research is meant to find out the influence of price, social and personal to the making of purchasing decision process of Toshiba laptop on the students of STIESIA Surabaya. The population is the students of STIESIA Surabaya which number is not known. The sample collection has been done by using purposive sampling method. The data has been obtained by issuing questionnaires and 66 respondents have been selected as samples. The data analysis technique has been carried out by using multiple linear regressions analysis.The result of the F-test (the model feasibility test) shows that the influence of price, social and personal to the making of purchasing decision process of Toshiba laptop is significant, so the model is declared to be feasible. The result of partial test shows that the influence of prices, social and personal to the making of purchasing decision process of Toshiba laptop is significant. The results of the partial coefficient value (r2) shows that the social variable has dominant influence to the purchasing decisions of Toshiba laptop on the students of STIESIA Surabaya.
Keywords: Price, Social, and Purchasing Decision