Title: ANALYSIS OF FACTORS THAT INFLUENCE CONSUMER DECISION MAKING IN PURCHASING PERSONAL COMPUTERS IN MANADO CITY.

Authors: Sam George Oroh

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

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 City for use in every activity, both individual and organizational. Consumers in purchasing personal computers are influenced by various factors, both internal and external factors. In relation to this study, the factors are brand, price, hard disk memory, processor, multimedia, casing, after-sales service, bonuses, and warranties. In accordance with these factors, this study sets the title "Analysis of Factors Influencing Consumer Decision Making to Buy Personal Computers in Manado City". This study aims to determine whether these factors influence consumer decision making to buy personal computers in Manado City. This study in collecting data uses a sampling technique with the cluster sampling method. The number of samples selected is 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 α = 0.05. The research results generally show that the influencing factors are memory (0.0018), processor (0.0003), and multimedia (0.0002). The influencing factors on personal computer users accessing the internet are hard disk (0.0387), memory (0.0311), processor (0.0335), multimedia (0.0203), and warranty (0.0209). The influencing factors on personal computer users not accessing 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/