24 May 2012

ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER DI KOTA SEMARANG MEREK ACER DI KOTA SEMARANG

ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER DI KOTA SEMARANG MEREK ACER DI KOTA SEMARANG

PRABA SULISTYAWATI, Jurnal. Fakultas Ekonomi Manajemen Universitas Diponegoro Semarang.

ABSTRACT    

This research is motivated by competitive conditions industrial business laptop from  time  to  time  that  is  more  strict,  so  the  company  must  create  a  new  marketing strategy  to  maintain  and  achieve  a  higher  market  share  that  is  by  creating  and encouraging  product  innovation  based  on  community  needs  and  current  market developments. The purpose of this research is to investigate the influence of brand image and product quality to the purchasing decision. In this study refers to the community in the city of Semarang who buy and use the Acer brand laptop products.

In  this  study  the  data  collected  through  questionnaire  method  to  the  96 respondents  who  buy  and  use  in  the  city  of  Semarang  Acer  laptop  using  purposive sampling method. Questionnaire method is used to determine the response of respondents to each variable. Results of analysis states that brand image has positive influence on purchase decisions this means a brand image is a factor that encourages consumers to buy a  laptop  product,  because  Acer  has  a  good  brand  image.  While  product  quality  has positive  influence  on  purchase  decision  means  the  quality  of  products  to  encourage consumers make purchasing decisions because Acer has a good quality product.
  
Keywords: Buying Decision, Brand Image and Product Quality.

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