ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KAMERA CANON DSLR DI KOTA SEMARANG

Abstract

This study aims to determine how much influence core product quality and peripheral quality products to brand image, then how much influence the brand image itself against the purchase decisions for Canon DSLR in Semarang. The purpose problem in this study is that there was a sales fluctuation Canon DSLR in Semarang during the year 2009. This research uses multiple regression analysis with SPSS program. The sample used as many as 100 respondents with purposive sampling method. Research conducted by the division of questionnaires containing open and closed questions. The research result showed that the core product quality and product quality peripherals affect brand image and brand image influence purchasing decisions. Based on the results of the index value shows that most respondents have ahigh value of the attitude scale response to these variables. Then, supported also by results of other test that states that the model used by the author proved both significant and in accordance with the theories that apply. By maintining and enhancing core product quality and peripheral product quality Canon DSLR cameras, it will form a positive brand image which will influence consumer purchase decisions.