Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Laptop Merek Asus (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau)

Rahayu, Gustina (2022) Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Laptop Merek Asus (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of brand image and price on purchasing decisions for Asus brand laptops (Case Study on Students of the Faculty of Economics and Business, Islamic University of Riau). The population in this study were students of the Faculty of Economics and Business, Islamic University of Riau. Sampling using purposive sampling that is part of the population as a sample of 50 people. The types and sources of data are primary and secondary data, while the data collection techniques use observation, questionnaires and interviews. The data analysis used in this research is multiple linear regression test, f test and determination (R2). The results of this study indicate that brand image and price have a positive and significant effect on purchasing decisions for Asus brand laptops. The level of relationship between the two variables in the substancial and strong category, which means the ability of the independent variable to explain the dependent variable is good.

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