Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Laptop Merek Asus Di Toko Risky Media Komputer
Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek dan persepsi harga terhadap keputusan pembelian laptop merek ASUS di toko Risky Media Komputer. Responden dalam penelitian ini adalah konsumen toko Risky Media Komputer yang pernah membeli laptop merek ASUS. Jumlah responden sebanyak 100 orang. pengambilan sampel menggunakan metode accidental sampling. Pengumpulan data menggunakan kuesioner. Teknik analisis data dalam penelitian ini menggunakan Partial Least Square (PLS). Berdasarkan analisis data dan hasil pembahasan dapat diketahui bahwa: 1) Citra merek (X1) berpengaruh positif terhadap keputusan pembelian (Y) dapat diterima, dengan path coefficients sebesar 0.324084, dan nilai T-statistic sebesar 3.132602 > 1,96 (dari nilai tabel Zα = 0,05). 2) Persepsi harga (X2) berpengaruh positif terhadap keputusan pembelian (Y) dapat diterima, dengan path coefficients sebesar 0.522840, dan nilai T-statistic sebesar 6.144804 > 1,96 (dari nilai tabel Zα = 0,05). Kesimpulannya adalah citra merek dan persepsi harga memberikan kontribusi terhadap keputusan pembelian laptop Asus.
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