Pengaruh Motivasi Konsumen, Persepsi Kualitas, Sikap Konsumen, dan Brand Image Pada Keputusan Pembelian Komputer Tablet Apple Ipad Pada Emax Apple Store Surabaya
Abstract
Abstract:Â Today, tablet computer business world is growing and developing very
rapidly. In Indonesia, the most striking development is the competition of two
famous vendors, that be the market leader in table computer market, namely
between Apple with its iPad product, and Samsung with its Galaxy tab product that
having Android OS. The both tablet computers so steal Indonesian attention, in
particular the gadget lovers. With the different OS specifications and uses, of
course, each of products has its advantages and disadvantages. Every product has
certain uniqueness, which may attract the consumer interest; it also includes the
selling price. Likewise with the EMAX Apple Store of Surabaya that always wants
to attract the consumer interest to choose the Apple iPad Tablet Computer
products.
From the result of testing on the model in this research, by using random
sampling, structural equation model (SEM) analysis, and the assistance of software
Amos 20, on 200 respondents, it has been able to explain the correlation of
consumer motivation, quality perception, consumer attitude, and Brand Image, on
the decision of Apple iPad Tablet computer buying at EMAX Apple Store of
Surabaya.
In this research, it was obtained 1) Consumer motivation had positive effect
on the decision of Apple iPad tablet computer buying, 2) Quality perception had
positive effect on the decision of Apple iPad tablet computer buying, 3) Consumer
attitude had positive effect on the decision of Apple iPad tablet computer buying, 4)
Brand image had positive effect on the decision of Apple iPad tablet computer
buying, 5) Consumer motivation, Quality perception, Consumer attitude, and Brand
image simultaneously had positive effect on the decision of Apple iPad tablet
computer buying at EMAX Apple Store of Surabaya.
Key words: EMAX Apple Store, consumer motivation, quality motivation,
consumer attitude, brand image, buying decision.
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