The Influence of Brand Image on Laptop Purchase Decisions

Puspo Dewi Dirgantari (), Eni Susanti, Bambang Widjajanta, Agus Rahayu and Lili. Adi Wibowo
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Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia
Eni Susanti: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia
Agus Rahayu: Universitas Pendidikan Indonesia
Lili. Adi Wibowo: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 918-924 from Springer

Abstract: Abstract In today’s technological era, electronic needs are very necessary to help human work. Computers and laptops are electronic devices resulting from technological developments. In marketing, companies must be able to compete with other companies, one of which is in increasing the brand image of a product. If a brand image of a product is good, then the purchase decision will increase. This research was descriptive and verificative research with an explanatory survey, and the research design used was a cross-sectional method. The data analysis technique used was a simple linear regression with Statistical Product for Service Solutions (SPSS) 28.0 software for windows. Based on the results of the data analysis conducted, it can be concluded that brand image had a positive effect on purchasing decisions with a high category influence.

Keywords: Brand Image; Purchase Decision (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_95

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