ANALYSIS OF FACTORS AFFECTING CONSUMER DECISION MAKING IN BUYING PERSONAL COMPUTERS IN MANADO CITY.

Amount: ANALYSIS OF FACTORS AFFECTING CONSUMER DECISION MAKING IN BUYING PERSONAL COMPUTERS IN MANADO CITY.

Authors: Sam George Oroh

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

The growth of information technology, especially personal computers, has been rapidly adopted by the international community, including Indonesia and more specifically the people of Manado Municipality to be used in every activity, be it individuals or organizations. Consumers in buying personal computers are influenced by various factors, both internal and external factors. In relation to this research, the factors are brand, price, hard disk memory, processor, multimedia, casing, after-sales service, bonus, and warranty. In accordance with these factors, this study, set the title "Analysis of Factors Influencing Consumer Decision Making Buying Personal Computers in Manado Municipality". This study aims to determine whether these factors affect consumer decisions to buy personal computers in Manado Municipality. This research in collecting data using sampling technique with cluster sampling method. The number of samples selected was 200 samples consisting of 100 samples of personal computer users with internet access and 100 samples of personal computer users without internet access. The analysis technique uses logistic regression at a significance level of = 0,05. The results of the study in general the influencing factors are memory (0,0018), processor (0,0003), and multimedia (0,0002). The factors that influence personal computer access internet users are hard disk (0,0387), memory (0,0311), processor (0,0335), multimedia (0,0203), and warranty (0,0209). The factors that influence personal computer users who do not access the internet are memory (0,0303), processor (0,0001), multimedia (0,0032), and warranty (0,0269).

Keywords: CONSUMER BEHAVIOR; PERSONAL COMPUTER

sources: http://repository.unair.ac.id/34797/