The Influence of Brand Image on Laptop Purchase Decisions

DOI

10.2991/978-94-6463-234-7_95How to use a DOI?

Keywords

Brand Image; Purchase Decision

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Eni Susanti
AU  - Bambang Widjajanta
AU  - Agus Rahayu
AU  - Lili. Adi Wibowo
PY  - 2023
DA  - 2023/09/29
TI  - The Influence of Brand Image on Laptop Purchase Decisions
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 918
EP  - 924
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_95
DO  - 10.2991/978-94-6463-234-7_95
ID  - Dirgantari2023
ER  -