Skripsi Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Laptop Merek Asus ( Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau Jurusan Manajemen 2018-2021)

Sabetaria, Fina (2022) Skripsi Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Laptop Merek Asus ( Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau Jurusan Manajemen 2018-2021). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of brand image, price and product quality on purchasing decisions for ASUS brand laptops. The variables of this research are brand image, price, quality and purchasing decisions. The sample criteria in this study were students of the Faculty of Economics and Business, Islamic University of Riau who had bought an ASUS brand laptop and were currently using an ASUS laptop. The sample used in this study were 95 respondents who were taken using purposive sampling with the solvin formula and the data collection method used a questionnaire. The analytical method used is descriptive analysis method and statistical analysis using multiple linear regression, and hypothesis testing using t test and f test. The results of this study indicate that the variables of brand image, price and quality have a significant effect on purchasing decisions for ASUS brand laptops.

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