DOMINANT FACTORS IN BRAND EQUITY THEORY THAT STIMULATE THE LAPTOP PURCHASE DECISION: STUDY IN CIKARANG

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.