| dc.contributor.author | LUBIS, MANDA RAHMAD HUSEIN | |
| dc.contributor.author | NURYAKIN, NURYAKIN | |
| dc.contributor.author | SUSANTO, SUSANTO | |
| dc.date.accessioned | 2020-07-07T07:15:04Z | |
| dc.date.available | 2020-07-07T07:15:04Z | |
| dc.date.issued | 2018-11-30 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/35246 | |
| dc.description.abstract | In this digital revolution all industries are competing to innovate to attract consumers'
attention. One of the most competitive competition is in the electronics industry. This
study aims to determine the effect of brand awareness, brand image and perceived
quality towards purchase intention of IT products. The object in this research is one
of the leading lapotop brand in Indonesia in one of the growing provinces in Indonesia.
This study uses sampling by purposive sampling technique. The number of samples
in this study were 142 respondents. Data obtained through questionnaires distributed
directly to the field and through the Google Form. Data analysis techniques using SEM
showed that brand awareness has no significant effect on perceived quality, brand image
has a significant effect on perceived quality, brand awareness has a significant effect
on purchase intention, brand image has a significant effect on purchase intention and
perceived quality have a significant effect on purchase intention. In generaly, ASUS
brand laptops have managed to attract consumers' attention through their brand image
and awareness. | en_US |
| dc.publisher | Asia-Pacific Management and Business Application | en_US |
| dc.subject | Brand awareness | en_US |
| dc.subject | brand image | en_US |
| dc.subject | perceived quality | en_US |
| dc.subject | purchase intention | en_US |
| dc.title | UNDERSTANDING CUSTOMER PURCHASE INTENTION OF IT PRODUCT ON INDONESIA | en_US |
| dc.type | Article | en_US |
