THE STUDY PURCHASE DECISION TOWARDS ACER'S NOTEBOOK IN SURABAYA

  • Panji Daud Soeyono STIE IBMT Surabaya

Abstract

This researcher focus on studying factors that influencing the purchasing decision toward Acers Notebook, especially in Surabaya. This research is done because threre is an interesting fact that the sales of Acer notebook in Indonesia is increasing significantly. Also, this paper maybe can become a suggestion for the company in order to maintain its development in sales. The sample of this research is the customer of Acers products (notebook) with some characteristic, in Surabaya only. During the researcher, primary data is obtained directly by distribution and collecting the questionnaires to the respondents. The result of the research have indicated that all of the independent variable (personal, cultural, psychological, and social factor ) have significant effect to the purchasing decision toward Acers notebook in Surabaya. The most dominant variable is personal factor (1,608) of estimate point, which consists of personality, lifestyle, and occuption. The strongest observed variable that affect personal factor is the lifestyle. The independent variable that give the littlest contribution to the purchasing decision is the social factor (0,576) of estimate point, which consists of group, family and social class. The recommendation for the company is that, first, the company has to maintain or even increasing the performance of the entertainment features from its notebook. Second, the company should do more in advertising with the presntation of its feature entertaiment. Third, the company should give more accurate and easy way to searching for the information about its products to the customer. And the last is that the company must improve the quality of its after sales service.

Keywords : Purchase Decision, Customer Behavior, Cultural Factors

References

Bayne, Barbara. M 2000, A First Course in Structural Equation Modeling, Lawrence Erlabaum Associate.

Jagdish N. Sherth 1997, What is multivariative analysis ? in jagdish N. Sheth (ed), multivariative methods for market and surn=vey reseacrh (Chicago: American Marketing Association).

Leon G. Schifmann and leslie Lazar Kanuk 2005,Consumer Behavior, Eight edition,

Malhotra, Maresh K 1996, Marketing Research on Appied Orientation, 2th,prentice Hall International.

Richard B, Chase, F, Robert Jacob, and Nicholas S. Aquilano 2006, Operations Management for Competitive Advantage, Eleventth edition.

Raykov, Tenko 2006, A First Course in Structural Equation Modeling, Second edition Routledge.

Rensis Likert 1932, A techique fothe measurement of attitudes, Archives of psychological.

Solomon R, Michael 2004. Consumer Behavior Hving, and Being, Sixth edition.

Sekaran, Uma 1992, Research Methods for Business: a skill- building approach,2th,Edition

Jill Hussey and Roger Hussey 1997, Business Research: A pratical guide for undergraduate and postgraduate students.

Published
2012-06-14
How to Cite
Daud Soeyono, P. (2012). THE STUDY PURCHASE DECISION TOWARDS ACER’S NOTEBOOK IN SURABAYA. JURNAL EKSEKUTIF, 9(1). Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/25
Section
Articles