Effect of Product Quality on Purchasing Decisions on HP Laptops Bagas Rino Anggoro(1*), Hilda Monoarfa(2), Ratih Hurriyati(3)
Indonesia University of Education
Abstract
The decline in the proportion of market share and the number of users of HP brand laptops compared to other laptop brands was due to increasingly competitive competition, causing changes in buying patterns of potential consumers in determining purchasing decisions. This study aims to determine the effect of product quality on purchasing decisions on HP laptops. The population in this study is UPI management students who use or have used HP laptops with a sample of 50 people using a sampling technique, namely the saturated sample method. The data analysis technique used in this study is a descriptive and inferential analysis which was carried out through the Partial Least Square 4 or PLS 4 analysis tool. The results of this study are all indicators of product quality variables that have a significant influence on purchasing decisions. The benefit of this research is to provide important information for companies to pay more attention to the quality of their products so that they can provide opportunities to improve user purchasing decisions.
Keywords-- product quality, purchasing decisions, HP laptops
Keywords: product quality, purchasing decisions, HP laptops
Topic: Marketing Management, Relationship Marketing, Service Marketing
