Simbolon, Fransiska Junita (2016) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS (Studi Kasus Mahasiswa Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Fransiska Junita Simbolon / 122614 / Influences of Brand Image, Price and Quality Products Buying Decision Against Asus (Student Case Study Untirta) / Under the guidance Asep Supriadi, SE., MM., M.Si and Liza M. Damarwulan, SE., M. Si / Faculty of Economics and Business Department of Management / University of Sultan Ageng Tirtayasa. This study aims to determine whether there is Influences of Brand Image, Price and Quality Products Buying Decision Against Asus (Untirta Student Case Study). The method used is associative method. To determine the sample the researchers used the theory of Hair so getting a sample of 100 respondents. Data was analyzed using simple regression using IBM SPSS 20 For Windows, while the hypothesis test using t test and f. From the results of all the calculations, all instruments and classical assumption is met. The results of multiple regression Y = 2,765 + 0,229X1 + 0,278X2 + 0,370X3. This means that the variable brand image, pricing and quality products positive influence on buying decision.. While the results from testing the hypothesis (1) a significant difference (X1) to (Y) by t-count (2,434)> t-table (1,98472) sig (0.017< 0.05); (2) there is a significant effect (X2) to (Y) by t-cout (2,991) > t-table (1,98472) sig (0.004<0.05); (3) a significant difference (X3) to Y by t-count (4,826) > t-table (1,98472) sig (0.000 <0.05); Temporal to the F test results for (X1), (X2) and (X3) against (Y) with f-count (25,972)> f-table (2.70) sig (0.000> 0.05). Keywords : Brand Image, Price, Quality Product and Buying Decision

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