Abstract:
The domination of foreign brand laptop in Indonesia is undeniable, where the
majority of the market share is owned by the foreign brand. The Indonesian also
tend to purchase the foreign-brand laptop, instead of the local brand, which
further makes Indonesia addicted and import more this device from the
producer’s country. This study is to analyze what factors that stimulate the
customer to purchase the laptop, by using the brand equity theory, where
encompasses brand awareness, brand association, perceived quality, and brand
loyalty. This study employed the non-probability sampling method, where printed
questionnaires were filled by 127 respondents, who were undergraduate students
which use and owned a laptop in Cikarang. By using the factor analysis method,
it is found that the Social Influence and Core Technical Features become the most
dominant factors that stimulate the purchase decision among the respondents
observed.
