PENGARUH PERSEPSI KUALITAS, MOTIVASI, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS ZENFONE

Abstract

Abstract
A High market share indicates Asus Zenfone had a potential market for their products. One
market segment that potential for Asus smartphone is college students. From preliminary
observations it is known that from 511 students of management economics Bung Hatta university,
38.6% of them are uses smartphone ASUS Zenfone. A lot of number of students uses Asus
Zenfone as their smartphone indeed there are factors influence their purchasing decisions,
therefore the purpose of research is to investigate the influence of perceived quality, motivation
and brand image on purchasing decision of Asus Zenfone smartphones among Management
students of Bung Hatta University. This study population is all Management students, Faculty of
Economics Bung Hatta University who using smartphones Asus Zenfone. The sample used in this
study were 80 respondents. While the sampling method used in this study using purposive
sampling, where sampling was conducted based on individual consideration or researcher
consideration. Analysis technique data used is multiple regression linear. Research found that
perceived quality, motivation and brand image have positive and significant impact on
purchasing decisions of Asus Zenfone smartphones among Management students in Bung Hatta
University.
Key words : perceived quality, motivation, brand image and purchasing decision