Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan pembelian Laptop Asus di Kota Singaraja

Abstract

The purpose of this investigation was to assess how the influence of brand perception and product quality on purchasing decisions of Asus brand laptops in Singaraja City, simultaneously or partially. The approach used is causal quantitative and the sample selection is done randomly (random sampling). A total of 100 respondents became the sample involved. The instrument used in this study was a questionnaire to collect data, and data analysis techniques used multiple linear regression analysis. The conclusions of this study are, (1) Product quality and brand perception have a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City. (2) Product quality has a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City. (3) However, brand image does not have a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City