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PENGARUH HARGA, KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS (STUDI KASUS PADA MAHASISWA FEB UNIVERSITAS ISLAM MALANG)

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH HARGA, KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS (STUDI KASUS PADA MAHASISWA FEB UNIVERSITAS ISLAM MALANG)
 
Creator Trenggono, Aan Arief
Arifin, Rois
Hufron, M.
 
Description ABSTRACTThe aim of this research is to study the influence of price variable, product quality, brand image and promotion towards decision purchasing of Asus Laptop, and to know which variables that have dominant influence towards purchasing decision. In this research used quantitative method. The data collected by distribute the questionnaire to the Asus consumer. The population and sample of this research is the students of Economy and Business Faculty in Islamic University of Malang that have been bought Asus Laptop. The sampling technique that used in this research is non-probability sampling technique. The technique of data analysis that used is double linear regression analysis. The results of this research are price, product quality, brand image and simultaneous promotion have positive and significant influence toward decision purchasing of Asus Laptop. As partial price, brand image, and promotion have positive and significant influence towards purchasing decision of Asus Laptop. However, product qualities have positive and insignificant influence towards decision purchasing of Asus Laptop. In this research variable of promotion have dominant influence towards purchasing decision of Asus Laptop.Key words: price, product quality, brand image, promotion, decision purchasing.
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2018-08-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/1289
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 7 No. 13 Agustus 2018
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/1289/1285
 
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