Faktor – Faktor yang Mempengaruhi Purchase Intention pada Pengguna Laptop Asus di Kota Samarinda --Ed. 1

ABSTRACT
This study aims to analyze the factors that influence Purchase
Intention on Asus laptop users in the city of Samarinda. This study uses a
quantitative approach by using path analysis which is processed with IBM
SPSS Statistics 19 software and Structural Equation Modeling (SEM) with
IBM AMOS 23. Software This study used a sample of 180 people taken
from consumers of Asus laptop users in the city of Samarinda. The
measurement scale uses a Likert scale with a score of 1-5. The
questionnaires used were distributed in 120 in Samarinda City.
Based on the structural model it can be proved that Utilitarian Value
and Price Quality Inference have a significant effect on Attitude; Brand
Familiarity and Perceived Quality have no significant effect on Attitude;
Brand Familiarity , Perceived Quality and Attitude have a significant effect
on Purchase Intention; Utilitarian Value, Price Quality Inference has no
significant effect on Purchase Intention.
Keywords : Brand Familiarity , Utilitarian Value, Price Quality Inference,
Perceived Quality, Attitude, Purchase Intention, Asus Laptop.
ABSTRAK
Penelitian ini bertujuan untuk menganalisa faktor – faktor yang
mempengaruhi Purchase Intention pada pengguna Laptop Asus di kota
Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 19
dan Structural Equation Modeling (SEM) dengan software IBM AMOS 23.
Penelitian ini menggunakan sampel sebanyak 180 orang yang diambil dari
konsumen pengguna Laptop Asus di kota Samarinda. Skala pengukuran
menggunakan skala Likert dengan skor 1-5. Kuesioner yang digunakan
didistrubusikan sebanyak 120 di Kota Samarinda.
Berdasarkan model structural dapat dibuktikan bahwa Utilitarian Value dan
Price Quality Inference berpengaruh signifikan terhadap Attitude; Brand
Familiarity dan Perceived Quality tidak berpengaruh signifikan terhadap Attitude;
Brand Familiarity , Perceived Quality dan Attitude berpengaruh signifikan
terhadap Purchase Intention; Utilitarian Value, Price Quality Inference tidak
berpengaruh signifikan terhadap Purchase Intention.
Kata Kunci : Brand Familiarity , Utilitarian Value, Price Quality Inference,
Perceived Quality, Attitude, Purchase Intention, Laptop Asus