Analisis Pengaruh Harga, Kualitas, Diskon, Dan Garansi Terhadap Keputusan Pembelian Konsumen Pada Produk Notebook Asus

Setiady, Wandy (2015) Analisis Pengaruh Harga, Kualitas, Diskon, Dan Garansi Terhadap Keputusan Pembelian Konsumen Pada Produk Notebook Asus. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This reseach motivated by the rapid development of the times, that have an impact also on the development of technology and necessity of information. One result of technological development is a notebook. Notebook is one of many medium that used to access the internet for many of information required. So many request for notebook makes many manufacturers notebook that appear and compete for the existing market share, one of them is Asus manufacture. The purpose of this study is to determine how factor such as price, quality, discount, and warranties may influence to purchasing decisions for notebook Asus. This study took a sample of 100 respondents by using non-probability sampling mehod, where the criteria is selected are those who are familiar with Asus notebook products. Further analysis that include validity, reliability, classic assumption test, multiple regression analysis, partial t test, F test, and test the coefficient of determination (R2). The results showed that, the price factor and the quality of products has positive effect in affecting the purchasing decision of the Asus notebook. Meanwhile, the discount factor and product warranty is not have a positive effect in affecting the purchasing decision of the Asus notebook. Keywords: Price, quality, discount, warranty, purchasing decision.

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