INFLUENCE OF PRODUCT SPECIFICATIONS AND PRICES ON THE LAPTOP PURCHASE DECISION HEWLETT PACKARD (HP) BRAND (Case Study on Pegasus Computer Store Customers Tebing Tinggi)
DOI:
10.54443/ijset.v1i3.16Published:
2022-02-26Downloads
Abstract
This study aims to determine the effect of product specifications and prices on purchasing decisions for Hewlett Packard brand laptops (a case study on a Pegasus computer store customer at Cliff High). The independent variables of this study consist of product specifications and prices, while the dependent variable is purchasing decisions. The research was conducted on the customers of Pegasus Computer Tebing Tinggi shop. Data were analyzed using multiple linear regression analysis method. The results of this study show. (1) Product specifications have an effect on purchasing decisions, (2) price has no significant effect on purchasing decisions, (3) product specifications and prices have no simultaneous effect on purchasing decisions.
Keywords:
Product specification Price Purchase DecisionReferences
Abdullah, Thamrin and Francis Tantri. 2013. Marketing Management. cet. II. PT Raja Grafindo Perseda, Jakarta
Alma, B. 2014. Service Marketing Management. Alphabeta, Bandung
Kotler and Armstrong. 2008. Principles of Marketing. Volumes 1 and 2. Edition 12. Jakarta: Erlangga.
Mursid, M. 2014. Marketing Management Consumer Behavior Analysis. BPFE, Yogyakarta
Sangadji, Etta Mamang & Sopiah. 2013. Consumer Behavior – A Practical Approach with the Association of Research Journals. Yogyakarta: ANDI
Schiffman, Leon and Leslie Lazar Kanuk. 2008. Consumer Behavior. PT. Index, Jakarta
Tjiptono. 2008. Marketing Strategy. Edition 3. Andi, Yogyakarta
Swastha, Basu and Irawan. 2010. Marketing Management. Liberty, Yogyakarta
Swastha, Basu. 2010. Sales Management: Sales Implementation. BPFE, Yogyakarta
License
Copyright (c) 2022 Abednego Ketaren
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
