The Effect of Country-of-Origin Image, Product Knowledge, Product Involvement toward purchase decisions of Asus Laptops

Abstract

. Currently Indonesia has joined the ACFTA, which has an impact on various global products entering the Indonesian market, one of them is laptops Asus from Taiwan. This study aims to analyze the effect of Country-of-origin Image, Product Knowledge, Product Involvement toward purchase decisions of Asus Laptops on Yogyakarta. In this study the sample obtained as many as 130 respondents selected by using purposive sampling method with data collection techniques using questionnaires. The analysis tool used is Multiple Regression and use validity test, reliability test, t test, F test, and determination using SPSS 25.0 application The result of this research are as follow: (1) All independent variable simultaneously have significant effect on purchase decision of Asus Laptops (2) Product knowledge has a positive and significant effect on purchase decision of Asus Laptops. (3) Product involvement has a positive and significant effect on purchase decision of Asus Laptops. All hypotheses are accepted except the first hypothesis which states that country-of-origin image affects purchase decisions.