PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ACER

Abstract

This study analyzes the influence of brand image, price perception, and product quality on the purchase decision of Acer Laptops on STIESIA Surabaya Management Undergraduate Students. The type of research used is quantitative. The subjects of this study were all STIESIA Surabaya Management Undergraduate Students who use Acer Laptops. The sampling procedure used was non-probability with purposive sampling technique. The sample size used was 100 respondents. The collection of questionnaire data was carried out through indirect distribution of questionnaires using Google Form. The analysis method used was the Multiple Linear Regression Method through SPSS 26.0 Software. The results obtained were: brand image has a positive and significant effect on purchasing decisions; price has a positive and significant effect on purchasing decisions; product quality has a positive and significant effect on purchasing decisions; and brand image, price, and product quality simultaneously have a positive and significant effect on purchasing decisions. Based on these four results, it can be concluded that the four hypotheses are correct and acceptable.