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Pengaruh Brand Image, Brand Awareness Dan Product Quality Terhadap Keputusan Pembelian Laptop Merek Asus (Studi Pada Konsumen Laptop Asus Di Plasa Simpang Lima Semarang)

*Khafid Asnain  -  Department of Business Adminstration, Universitas Diponegoro, Indonesia
Widiartanto Widiartanto  -  Universitas Diponegoro, Indonesia
Open Access Copyright 2021 Jurnal Ilmu Administrasi Bisnis

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Abstract

Abstract: The need for technology is something that must be owned, because it can facilitate consumers to access information, do specific job, and the like. Therefore, the need of technology products is increasing. In the midst of this intense competition, Asus as one of the companies engaged in technology has decreased in sales. This study aims to determine the effect of brand image, brand awareness and product quality on purchasing decisions for Asus brand laptop products. The type of this study was explanatory research. Meanwhile, the sampling technique was nonprobability sampling techniques, and used purposive sampling techniques. Furtermore, the data collection technique was a questionnaire. The sample used in this study was 100 respondents who were Asus brand laptop consumers. This study used quantitative and qualitative analysis with validity test, reliability, coefficient correlation, coefficient determination, simple and multiple regression, significance t test and f test. This result is showed that variables of brand image, brand awareness and product quality had an effect on purchasing decision for Asus laptop products. Suggestion in this study are to improve in several aspects that Asus needs to do, especially brand image and brand awareness so thatt consumers impression of Asus as a laptop brand is getting better and remains strong and also improving product quality that can compete with products from other brand.

Keywords: Brand Image; Brand Awareness; Product Quality; Purchasing Decisions.

 

Abstrak: Kebutuhan akan teknologi menjadi sesuatu yang wajib dimiliki karena teknologi dapat memudahkan konsumen untuk mengakses informasi, melakukan suatu pekerjaan tertentu, atau yg lainnya. Oleh karena itu, kebutuhan terhadap produk teknologi menjadi meningkat. Ditengah persaingan yang ketat tersebut, Asus sebagai salah satu perusahaan yang bergerak dalam bidang teknologi mengalami penurunan. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, brand awareness dan product quality terhadap keputusan pembelian produk laptop merek Asus. Tipe penelitian adalah explanatory research. Teknik pengambilan sample yaitu menggunakan teknik nonprobability sampling dan teknik purposive sampling. Selanjutnya, pengumpulan data menggunakan kuesioner dan wawancara. Sampel yang digunakan sebanyak 100 responden sebagai konsumen laptop merek Asus. Kemudian penelitian ini menggunakan analisis kuantitatif dan kualitatif dengan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana dan berganda, signifikasi uji t dan uji f. Hasil penelitian menunjukkan variabel brand image, brand awareness dan product quality berpengaruh terhadap keputusan pembelian produk laptop merek Asus. Saran dalam penelitian ini adalah meningkatkan dalam beberapa aspek yang perlu dilakukan Asus terutama citra merek dan kesadaran merek agar kesan konsumen terhadap Asus sebagai merek laptop semakin baik dan tetap kuat serta peningkatan kualitas produk yang dapat menyaingi produk dari merek lain.

Kata Kunci: Brand Image; Brand Awareness; Product Quality; Keputusan Pembelian

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Keywords: Brand Image; Brand Awareness; Product Quality; Purchasing Decisions

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