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All Journal JEM : Jurnal Equilibrium Manajemen
Muhairil Muhairil
Fakultas Ekonomi Universitas Panca Bhakti
Economics, Econometrics & Finance Social Sciences Other

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PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK LAPTOP ACER ASPIRE (Studi kasus di Kota Pontianak) Muhairil Muhairil; Dina Octaviani
Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti Vol 8 No 2 (2022): Vol 8 No 2 (2022): Jurnal Equilibrium Manajemen (JEM)
Publisher : Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Bhakti

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Abstract

This study aims to determine whether there is an effect of Product Quality, Price and Brand Image on Purchase Decisions on Acer Aspire Laptops in Pontianak City. This type of quantitative descriptive research. The population in this study are people in Pontianak City who use Acer Aspire laptops. The sampling technique used is acidental sampling, to determine the numberof samples calculated using the Lemeshow formula, 100 people were obtained as samples. Datacollection techniques used are observation and questionnaires. The data analysis method usesmultiple linear regression analysis and the researcher uses IBM SPSS 25 to process the data obtainedThe results showed that product quality, price and brand simultaneously affect the purchasing decisions of acer aspire laptops in Pontianak. Variables of product quality, price, and brand image partially affect the decision to purchase acer aspire laptop in Pontianak. The value of the coefficient of determination (r2 Square) = 0.712, then the variables of product quality (X1), price(X2), and brand image affect the consumer decision variable to buy an acer aspire laptop in Pontianak City by 71.2% the remaining 28.8% by variable other.
Co-Authors Dina Octaviani