THE KEY FACTORS INFLUENCING CONSUMER PURCHASE INTENTION: A STUDY CASE OF ASUS LAPTOP IN STUDENTS OF PRESIDENT UNIVERSITY

Abstract

The objective of this research is to analyze the influence of trust, price perception, and appearance towards purchase intention of Asus laptop in President University. The research is done in President University where the 228 respondents are exclusively selected because of a certain criteria in order to fulfill the requirements of snowball sampling and are Asus users. Theoretical framework of this research consists of independent variable (trust, price perception, and appearance) and dependent variable (purchase intention). The type of data that used in this study is quantitative data and the source that had been used was primary and secondary data. Partially the data was analyzed through windows SPSS 20.00 using multinomial logistic regression method. Since the nature of the data is nonparametric, the researcher uses no assumption about the population. From the result, it is shown that each of the independent variables have significant influence towards the dependent variable. To conclude, researcher purposes for Asus Inc to influence more consumers by using and understanding the usage of marketing tools to increase sales.