AN INFLUENCE ANALYSIS OF PRODUCT QUALITY, BRAND IMAGE, AND PRICE ON THE DECISION TO BUY TOSHIBA LAPTOP (A Study on Students of Economics Faculty of Semarang University)

Eko Teguh Prasetyo, Sri Purwantini

Abstract


This study aims to analyze the influence of product quality, brand image, and price towards the decision to buy Toshiba laptop. The study is conducted on students of Economics Faculty, Semarang University. The total number of samples in the study is 96 respondents, using the purposive sampling method, while the set criteria for the said respondents are students of the Economics Faculty, Semarang University who had bought Toshiba laptop and used it for at least 3 months. Method of analysis used in this study is multiple linear regressions, the collected data which has fulfilled the validity test, reliability test, the classical assumption test, and t test that was processed using SPSS 22 program.

The results of this study indicate that variables of product quality, brand image, and price positively influence significantly towards the decision to buy Toshiba laptop. Based on the above findings, it is conclusive that, altogether, the three independent variables used can influence the consumers in making their decision to buy as much as 79.5%.

Keywords


product quality; brand image; price; buying decision

Full Text:

PDF

References


Aaker, David. A. 1996. Building Strong Brands. New York: The Free Press.

Alma dan Buchari (2005). Manajemen Pemasaran dan Manajemen Pemasaran Jasa Edisi 2 (Marketing Management and Service Marketing Management Edition 2). Bandung: Alfabeta.

Anggara,Robi dan Anggalia Wibasuri 2012. Pengaruh Kualitas Dan Harga Terhadap Keputusan Pembelian Laptop Acer Tipe Aspire 4752 Di Kelurahan Sepang Jaya Kecamatan Kedaton Bandar Lampung (The Influence of Quality and Price on Laptop Buying Decision of Acer Type Aspire 4752 in Sepang Jaya Village, Kedaton Sub-district, Bandar Lampung). IBI Darmajaya. Volume 10. Number.02, September 2012.

Defriansyah Doni, et al. 2015. Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung (Studi Kasus Mahasiswa Universitas Sriwijaya Indralaya) [The Influence of Brand Image, Price, and Product Quality on Smartphone Buying Decision of Samsung (A Case Study on the Students of Sriwijaya Indralaya University]. Sriwijaya Indralaya University. No. 02 October 2016.

Faradiba dan Sri Rahayu Tri Astuti. 2013. Analisis Pengaruh Kualitas Produk, Harga, Lokasi, Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Konsumen (Studi Pada Warung Makan Bebek Gendut Semarang) [An Influence Analysis of Product Quality, Price, Location, and Service Quality on Custumers’ repurchasing Interest]. Diponegoro University. Volume 2, Number 3, Year 2013, pp 1-11.

Ferrinadewi, Erna 2005. Atribut Produk yang Dipertimbangkan dalam Pembelian Kosmetik dan Pengaruhnya pada Kepuasan Konsumen di Surabaya (Product Attribute Considered in Cosmetics Buying and its Infuence on Costumers’ satisfaction in Surabaya), Thesis.

Husein, Umar. 2001. Metodologi penelitian, aplikasi dalam pemasaran (Research Methodology and Its Application in Marketing). Jakarta

Ghozali, Imam. 2016. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23(The Application of Multivariate Analysis with the IBM SPSS Program). Edition 8. Semarang: Diponegoro University Press.

Julistyo, Erfan dan Hening Widi Oetomo. 2015. Pengaruh Harga, Sosial Dan Pribadi Terhadap Proses Pengambilan Keputusan Pembelian Laptop Toshiba (The Influence of Price, Social, and Personality on Laptop Buying Decision Making of Toshiba). Jurnal Ilmu dan Riset Manajemen. Volume 4, Number 9, August 2015.

Kotler, Philip. 2005. Prinsip-prinsip Pemasaran Jilid I (Marketing Principles Part I). Jakarta: Erlangga.

Kotler, Philip. 2006. Prinsip-prinsip Pemasaran Jilid I dan II (Marketing Principles Part I and II). Edition 11. Jakarta: Erlangga.

Kotler, Philip & Kevin Lane Keller. 2007.Manajemen Pemasaran, Jilid I dan II (Marketing Management, Part I and II), Jakarta:PT. Indeks.

Kotler dan Gery Amstrong. 2008. Prinsip-prinsip Pemasaran (Marketing Principles). Part 1 and 2. Edition 12. Jakarta: Erlangga.

Kotler, Philip & Keller. 2009. Manajemen Pemasaran (Marketing Management), Part 1 Edition 13. Jakarta: PT. Indeks Gramedia.

Kotler dan Gery Armstrong. 2012. Prinsip – Prinsip Pemasaran (Marketing Principles). Edition 13. Part 1. Jakarta: Erlangga.

Peter, J. Paul and Jerry C. Olson (1994), Understanding Consumer Behavior, Boston: Irwin.

Rangkuti, Freddy. 2009. The power of Brands. Jakarta: PT. Gramedia Pustaka Utama.

Sugiyono. 2015. Metode Penelitian Pendidikan (Pendekatan Kuantitatif,Kualitatif dan R&D) [Education Research Method (Quntitative, Qualitative, and R&D Approach]. Bandung: CV. Alfabeta.

Sutisna. 2002. Perilaku Konsumen dan Komunikasi Pemasaran (Costumer Behavior and Marketing Communication). Bandung: PT. Remaja Rosdakarya.

Tjahjaningsih, Endang dan Maurine Yuliani. 2009. Analisis Kualitas Produk Dan Citra Merek Dalam Mempengaruhi Keputusan Pembelian Dan Dampaknya Terhadap Loyalitas Merek Hp Nokia (An Analysis on Product Quality and Brand Image to Influence the Buying Decision and Its Impacts on Hand Phone Brand Loyalty of Nokia). TEMA. Volume 06. Edition 02, September 2009 pp 104 – 118.

Tjiptono, Fandy. 2008. Strategi Pemasaran (Marketing Strategies). Edition 3. Yogyakarta: ANDI

Tunjungsari, Rahmawati Helvy and Sri Setyo Iriani. 2015. Pengaruh Brand Extension, Kualitas Produk, Dan Layanan Purna Jual Terhadap Keputusan Pembelian Asus Smartphone (The Influence of Brand Extension, Product Quuality, and After Selling Services on Smartphone Buying Decision of ASUS). Surabaya State University. Volume 15. Number 02, December 2015.

http://www.trandforce.co.id (Accessed on February16, 2017)

http://ww1.tribunews.com (Accessed on April 15, 2017)

Utami, Vera Agusta Mei dan Suhermin. 2016. Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Keputusan Pembelian (The Influence of Product Quality, Price, and Brand Image on Buying Decision). STIESIA Surabaya. Volume 5, Number 7, July 2016.

Vranesevic, Tihomir. 2003. “The effect of the brand on perceived quality of food products”, British Food Journal, Vol.105, No.11, p.811-825

Widiyanto, Ibnu. 2008. Pointers Metodologi Penelitian (Pointers Research Methodology). Semarang: Diponegoro University Press.

Yazia, Vivil. 2014. Pengaruh Kualitas Produk, Harga Dan Iklan Terhadap Keputusan Pembelian Handphone Blackberry (Studi Kasus Blackberry Center Veteran Padang)[The Influence of Product Quality, Price, and Advertisement on Hand Phone Buying Decision of Blackberry (A Case Study at Veteran Blackberry Center, Padang)]. IKIP PGRI Sumatra Barat. Volume 02. Number 02, pp 165 – 173.


Refbacks

  • There are currently no refbacks.