TY  - GEN
CY  - Universitas Lampung
ID  - eprints55658
UR  - http://digilib.unila.ac.id/55658/
A1  - Ferlina Sari, 1416051040
Y1  - 2019/04/18/
N2  - Penelitian ini bertujuan untuk meneliti pengaruh kesadaran merek, asosiasi
merek, persepsi kualitas, country of origin dan product quality terhadap
keputusan pembelian produk laptop di Jurusan Ilmu Komputer Universitas
Lampung. Penelitian ini berjenis explanatory research dengan jumlah sampel
sebanyak 87 responden. Teknik pengambilan sampel pada penelitian ini
menggunakan metode nonprobability sampling dengan jenis purposive sampling
yang diambil menggunakan kuesioner. Hasil data penelitian di uji dengan alat
SPSS (Statistical Package for the Social Sciences) versi 16.0. Hasil penelitian ini
menunjukkan bahwa variabel kesadaran merek, asosiasi merek, loyalitas merek
dan country of origin tidak berpengaruh terhadap keputusan pembelian,
sedangkan variabel persepsi kualitas berpengaruh signifikan terhadap keputusan
pembelian dan variabel product quality berpengaruh secara negatif dan signifikan
terhadap keputusan pembelian.
Kata Kunci: kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas
merek,country of origin, product quality, keputusan pembelian.


This study was aimed to find out the effect of brand awareness, brand
association, perceived quality, country of origin and product quality on purchase
decisions of laptop products in Computer Science Department of lampung
university. This study was an explanatory research type with total sample were 87
respondents. The sampling technique in this study was nonprobability sampling
method with purposive sampling type which was taken by using a questionnaire.
The results of the study the data were tested by using SPSS (Statistical Package
for the Social Sciences) version 16.0. The results showed that the variable is
brand awareness, brand loyalty, brand association and country of origin did not
influence purchase decisions, on the other hand quality perception variabel
significantly influenced purchase decisions and product quality variables had a
negative and significant effect towards the purchasedecision.
Keywords: brand awareness, brand association, perceived quality, brand loyalty,
country of origin, product quality, purchasing decisions.
PB  - Fakultas Ilmu Sosial dan Ilmu Politik
TI  - PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI
KUALITAS, LOYALITAS MEREK, COUNTRY OF ORIGIN, DAN
PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN
(Studi pada Mahasiswa Jurusan Ilmu Komputer Angkatan
2013-2017 Universitas Lampung dalam Memilih Laptop)
AV  - restricted
ER  -