FAKTOR-FAKTOR YANG MEMPENGARUHI BUYING DECISION TERHADAP PRODUK BANTAL LAPTOP DI SURABAYA

Abstract

The purpose of this research is to find out the factors that affect Buying Decision on Laptop Pillow in Surabaya. Buying Decision can be measured by variables such as Product Quality, Product Attractiveness, Word of Mouth. This research uses quantitative method by applying Structural Equation Modelling (SEM) technique via AMOS 16.0 program as the software for data processing. The total number of samples used are 100 respondents utilizing non probability sampling technique and the method for sampling is purposive sampling. The result of this research explains that Product Quality, Product Attractiveness, and Word of Mouth have significant effects on people buying decision toward Laptop Pillow in Surabaya. Those empirical findings indicate that word of mouth has the biggest influence toward laptop pillow buying decision with regression co efficiency of 0.422. The next strongest variable that influence the buying decision of pillow laptop is product attractiveness variable with regression co efficiency of 0.392. And based on those empirical findings, the variable that has the least influence on pillow laptop buying decision is product quality variable with regression co efficiency of 0.197.