Analisis perilaku konsumen dalam keputusan pembelian laptop merek Asus (Studi kasus mahasiswa S1 Institut Pertanian Bogor)

Abstract

Business competition among manufacturers of laptop industry are very high to make Asus as a manufacturer and marketer of a fairly large laptop in Indonesia tried to maintain its market share, Asus should know in detail the behavior of consumers which will be the targeting of their products. Data processing is done by descriptive analysis, factor analysis, and analysis of Fishbein multiatribute. Based on the results of the study showed that the majority of respondents' characteristics-sex male, aged 21 years, and is undergoing classes in semester 7. The majority of respondents came from West Java, financial resources come from parents with average income of Rp. 500,001.00 - Rp. 1,000,000.00. Based on factor analysis, showed that the purchase of a laptop Asus affected by five major factors, there are seller influence factor , the factor of experience using different brands of laptops, feature factor, factor of status as a student, and a friend of factors influence. In the analysis of consumer attitudes, attributes are a major consideration in their buying decision is product quality, product benefits and features of products. Attributes which not considered to be most important is the color of the product. Consumer attitudes toward the attributes possessed Asus laptop can be good.