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Journal : Indonesian Journal Economic Review (IJER)

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Factors That Drive Consumers In Purchasing Decisions For Macbook Air Brand Laptops In Banda Aceh City Rizal, Syamsul; Tarmizi; Alfina
Indonesian Journal Economic Review (IJER) Vol. 4 No. 1 (2024): April
Publisher : Research Division Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v4i1.332

Abstract

Nowadays, laptops are no longer a rare item, where more and more consumers can afford laptops, but the higher a person's income, the more their lifestyle will improve. A laptop is a tool that can make a person's work easier in all fields. Laptops are known as computers that can be carried anywhere. So it attracts many consumers. The purpose of this research is to determine the factors that encourage consumers to purchase Macbook Air Brand Lantops in Banda Aceh City and try to provide suggestions that are deemed necessary to improve and increase sales volume based on management theories and things that arises in other discussions. The writer collected information from respondents from the columnists who bought Macbook Air Brand Laptops in Banda Aceh City. The author distributed a questionnaire containing various statements with fields to be filled in by respondents. The entry column is designed using a Likert scale technique with 8 categories as shown below. With a sample size of 100 respondents. Based on the research results, psychological factors (x1), socio-cultural factors (x2), marketing mix factors (x3) and macro environmental factors (x4) all have an influence in increasing laptop purchasing decisions in the city of Banda Aceh, namely by obtaining a calculated F value of 49.514, and Ftable at the significance level ∞ = 5% is 2.311 with a significance level of 0.000. This states that simultaneously (together) the indicator variables used in this research model influence the decision to purchase laptops in Banda Aceh City.
Co-Authors A. Arfyan Pratama Adi Ahmad Alfina Asia A. Pananrangi Dara Zulfinar Deni Trianda Pitri Gustika Sandra Irwan Muthahanas Jumra Maimun Muh. Bakri Muhammad Yassir Mukhawas Rasyid Nasruddin Rahmat Arfan Rasyid, Mukhawas Rika Damayanti Ririn Nurattul Awalliyah Riyan Maulana Sakti Yadi Sufyan Suriyati Suriyati Syamsul Rizal