THE IMPACT OF PRODUCT VALUE, PRODUCT EVALUATION, PRICE AND BRAND POSITIONING TOWARDS CONSUMER PURCHASING DECISIONS (A CASE STUDY OF LENOVO LAPTOP USERS IN CENTRAL JAKARTA)

Abstract

The purpose of this study is to examine the purchasing decisions of consumers through the investigation of Lenovo laptop users. The study included four independent variables (product value, product evaluation, price and product positioning) and a dependent variable (consumer purchase decision). Researchers used quantitative studies to study the data, which was collected using questionnaires. A total of 150 questionnaires were valid in this study. Multivariate regression tests were performed using the T test (partial test) and F test (simultaneous test) hypothesis test to analyze the effect of the dependent variable on the dependent variable. Data analysis uses SPSS 20.0 to generate results. The findings of this study that product evaluation and price do not have a significant impact on consumer purchasing decisions. The four variables of product value, product evaluation, price and product positioning have a significant impact on consumer purchasing decisions. At the same time, these four important independent variables provide 44% of the dependent variable.