THE ANALYSIS OF MARKETING MIX INFLUENCE CUSTOMER BUYING DECISION OF LENOVO LAPTOP (A CASE STUDY OF CHINESE STUDENTS IN PRESIDENT UNIVERSITY)

Abstract

This study is analysis why almost President University Chinese Student bought Lenovo laptop in Indonesia. This research focused on Chinese student study in President University in Indonesia. By the way, Lenovo brand is come from China. And this company is one of the most popular in China. This research tried to determine the factors that influence Chinese consumer choose Lenovo laptop. The researcher according to analysis Marketing Mix (Product(X1), price(X2), place(X3), promotion(X4) to find the main factor that influence consumer decision(Y). In this study, data were collected through questionnaires to 83 Chinese student using Lenovo laptop via simple random sampling method to determine the response of respondents of each variable. Then analyze the data obtained in the form of quantitative analysis. Quantitative analysis include validity and reliability test, weighted mean, the classic assumption test and multiple regression analysis to test the hypothesis through F-test, T-test and coefficient of determination (R²). From the results of the analysis found the main factor influence Chinese student to choose Lenovo laptop is Product. Therefore according to the results that the researcher got from this study is that the better design and quality that Lenovo can offer to their customer will increase the sales especially by Chinese student in President University.