| dc.description.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. | en_US |
