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All Journal Jurnal Manajemen, Bisnis dan Kewirausahaan
Risdayanti Risdayanti
Universitas Sembilanbelas November Kolaka
Decision Sciences, Operations Research & Management

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The Influence of Brand Image and Product Quality Perception on Consumer Purchase Intention for Axioo Laptops : A Study Among Students at Universitas Sembilanbelas November Kolaka Risdayanti Risdayanti; Andry Stepahnie Titing; Ismanto Ismanto
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 1 (2025): : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i1.5469

Abstract

This study examines the influence of brand image and perceived product quality on consumer purchase intention for Axioo laptops, focusing on students at Universitas Sembilanbelas November Kolaka. As a local laptop brand in Indonesia, Axioo faces intense competition and low brand awareness among younger consumers. The study uses a quantitative explanatory approach with a sample of 376 students selected via purposive sampling. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling with the SmartPLS 4.0 application. The results indicate that both brand image and perceived product quality have a significant and positive effect on purchase intention. The R-square value shows that 64.7% of the variance in purchase intention is explained by the two independent variables. These findings suggest that strengthening brand image and improving product quality are critical strategies to increase consumer acceptance and market competitiveness for local technology products like Axioo laptops.
Co-Authors Andry Stepahnie Titing Ismanto