Title: ANALYSIS OF FACTORS INFLUENCING CONSUMER DECISION MAKING IN BUYING PERSONAL COMPUTERS IN MANADO MUNICIPALITY.

Author: 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, was quickly adopted by the international community, including Indonesia and more specifically the people of Manado Municipality for use in every activity, both individuals and organizations. Consumers when 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, bonuses and guarantees. In accordance with these factors, this research has set the title "Analysis of Factors That Influence Consumer Decision Making to Buy Personal Computers in Manado Municipality". This research aims to find out whether these factors influence consumer decision making to buy personal computers in the Municipality of Manado. In this research, data collection uses a sampling technique using the 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 α = 0.05. The general research results are that the influencing factors are memory (0.0018), processor (0.0003), and multimedia (0.0002). Factors that influence personal computer users accessing the internet are hard disk (0.0387), memory (0.0311), processor (0.0335), multimedia (0.0203), and warranty (0.0209). Factors that influence 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/