PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN NOTEBOOK ACER DI SURABAYA
| Main Authors: | SYAPUTRA, DHANDY, EDWAR, MUHAMMAD |
|---|---|
| Format: | eJournal |
| Bahasa: | ind |
| Terbitan: |
Jurnal Pendidikan Tata Niaga (JPTN)
, 2013
|
| Online Access: |
http://ejournal.unesa.ac.id/index.php/jptn/article/view/3109 |
Daftar Isi:
- This studyaims to determine if the image of the brand Acer influence purchasingdecisions laptop brand in HiTech Mall Surabaya. The focus of this studyis quantitative,and the type ofsurvey researchis to analyze the causal variables. Because in this studypopulation is infinite, then on the basis of the theories mentioned above,this study used asample with a total of 100 samples, of which divides the total sample of 100 samples intwo groups, namely in the official sale Acer laptop shop and service centerin thehigh-techbusiness center Surabaya, calculated in proportion to the distribution of samples in eachgroup, respectively 50 samples per group. Based on the result sof research and analysisand hypothesis testing of the findings of this study showed that brand image significantlyinfluences the purchase decision. This means that if a brand image that is attached to aproduct (laptop Acerbrand) is good, then the decision to buy the product (brandnotebookAcer) also increased or positive.Keyword :BrandImageand Purchase Decision