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All Journal JRMB (JURNAL RISET MANAJEMEN & BISNIS)
Nabila, Wavira Eisya
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Economics, Econometrics & Finance Social Sciences

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Journal : JRMB (JURNAL RISET MANAJEMEN

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Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Laptop Asus (Studi Kasus Pada Mahasiswa FEB UISU Prodi Manajemen Stambuk 2020) Nabila, Wavira Eisya; Helmi, Tengku Ahmad; Julkarnain, Julkarnain
JRMB (Jurnal Riset Manajemen & Bisnis) Vol 7, No 2 (2022): November
Publisher : Universitas Islam Islam Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/jrmb.v7i2.9372

Abstract

The formulationof the probleminthisstudyiswhetherthereis aneffectof Brand ImageandPriceonPurchasing Decisions forAsusLaptops(CaseStudyofFEB UISUManagement StudyProgramStudentsStambuk2020).Thisstudyaimsto determine theeffectofBrandImage andPriceonAsus LaptopsPurchasing Decisions(CaseStudyofFEBUISUManagement StudyProgramStudents Stambuk2020).Thepopulation ofthisstudywere160FEBUISUManagement StudyProgramstudentsusingtheSlovinsamplingformulaobtaineda samplesize of62samples andallocatedtoeachstratum usingthesimplerandomsampling formula.Datacollectiontechniquesinthisstudyusingquestionnaires and literature studies.Thedataanalysis technique usedinthisresearchismultiple linearregression analysis.Thedatacalculation processusestheSPSS20 programme. TheresultsofthisstudyindicatethatBrandImagehasasignificant effectonPurchasingDecisionsforAsusLaptopsforFEBUISUManagementStudy ProgramStudentsStambuk2020.Pricehasasignificant effectonpurchasing decisions forAsuslaptops forFEBUISUstudentsinthe 2020The formulationof the probleminthisstudyiswhetherthereis aneffectof Brand ImageandPriceonPurchasing Decisions forAsusLaptops(CaseStudyofFEB UISUManagement StudyProgramStudentsStambuk2020).Thisstudyaimsto determine theeffectofBrandImage andPriceonAsus LaptopsPurchasing Decisions(CaseStudyofFEBUISUManagement StudyProgramStudents Stambuk2020).Thepopulation ofthisstudywere160FEBUISUManagement StudyProgramstudentsusingtheSlovinsamplingformulaobtaineda samplesize of62samples andallocatedtoeachstratum usingthesimplerandomsampling formula.Datacollectiontechniquesinthisstudyusingquestionnaires and literature studies.Thedataanalysis technique usedinthisresearchismultiple linearregression analysis.Thedatacalculation processusestheSPSS20 programme. TheresultsofthisstudyindicatethatBrandImagehasasignificant effectonPurchasingDecisionsforAsusLaptopsforFEBUISUManagementStudy ProgramStudentsStambuk2020.Pricehasasignificant effectonpurchasing decisions forAsuslaptops forFEBUISUstudentsinthe2020Stambuk Management StudyProgram.BrandImageandPricesimultaneouslyhavea significant effectonPurchasing DecisionsforAsusLaptopsforFEBUISU StudentsinManagementStudyProgramStambuk2020.
Co-Authors Helmi, Tengku Ahmad Julkarnain, Julkarnain