PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ACER PADA MAHASISWA STIE NUSA MEGARKENCANA

Abstract

In an increasingly modern era, information technology has become very important. As technology advances, electronic devices also develop. One electronic device that plays an important role in supporting student activities is a laptop. Laptops have many brands and types. One of them is Acer. The purpose of this research is to determine the influence of brand image, product quality and price on the decision to purchase Acer laptops among Stie Nusa Megarkencana students. This research is quantitative research. Sampling uses the Cochran formula as many as 100 people. Data collection was carried out by distributing questionnaires via Google Forms. Data analysis techniques use instrument tests, classical assumption tests, multiple linear regression analysis, t tests, f tests and coefficient of determination tests.
The results of the research show that the brand image variable has a value of tcount = 0.882 < ttable = 1.984, for the product quality variable the value of tcount = 5.428 > ttable = 1.984, for the price variable the value of tcount = 2.071 > ttable = 1.984 and for brand image, product quality and price the value of Fcount = 26.275 > Ftable = 2.70. Or the research results show that brand image has no partial effect, product quality has a partial effect, price has a partial effect and brand image, product quality and price have a simultaneous effect on purchasing decisions.