The Effect of Brand Image and Price Perception on Asus Laptop Purchase Decision

Abstract

This study is to find out factors that influence brand image as the refelection of the associations in the mind of consumer who buy laptop especially Asus in some local store. This study is also to examine the effect of the image variable brand (X1) and price perception variable (X2) on purchasing decisions (Y) which was carried out on the Consumers of the Risky Media Computer Store who once bought an ASUS brand laptop. There is two hypothesis on this study, H1:Brand image has a positive effect on laptop purchasing decisions ASUS brand at Computer Risky Media Store, H2: Price perception has a positive effect on purchasing decisions ASUS brand laptop at Risky Media Computer Store. In this study using techniques in taking sample using the Accidental Sampling method, which is sampling technique based on chance, that is, anyone who coincidentally met a researcher and was deemed suitable to be used as a data source, which is the consumers of Risky Media Computer Stores who have been bought an Asus Laptop. Total 105 respondents were asking through questionnaire and direct interview in the shop to get specified information. Based on the results of this study, it is found that Brand Image contributes to purchasing decisions on Asus Laptops and also that price perception contributes to purchasing decisions on Asus laptops, it means that Asus laptops are expected to provide attractiveness by turning Asus laptops into entertainment media such as watching streaming and other browsers. With thin screen edges, it provides an exciting visual experience because the screen feels wider. This laptop also has dual loudspeakers that are loud and clear.

Keywords: Brand Image; Price Perception; Purchase Decision; Marketing Management