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The Influence of Brand Image on Laptop Purchase Decisions

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Puspo Dewi Dirgantari & Eni Susanti & Bambang Widjajanta & Agus Rahayu & Lili. Adi Wibowo, 2024. "The Influence of Brand Image on Laptop Purchase Decisions," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 918-924, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_95
    DOI: 10.2991/978-94-6463-234-7_95
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