The Effect of Motivation, Price and Perceived Quality on Consumer Purchase Decisions of Lenovo Laptops in The Covid-19 Pandemic Era in Purwokerto
The COVID-19 pandemic era has changed the lifestyle of consumers, both in education consumption
activities, dealing with other people, shopping and other activities. The solution used by consumers is to
reduce physical contact to avoid the spread of the virus. According to data from the BPS Banyumas district
in 2020, this has an impact on the number of purchases of technology goods, especially Lenovo laptops by
33.67% of the five laptop products that dominate sales. This study aimed to determine the effect of
motivation, price and perceived quality on consumer purchase decisions of lenovo laptops in the covid-19
pandemic era in purwokerto area. This type of research is quantitative research. The sample in this study
was 100 respondents who were taken by incidental sampling technique. The data analysis technique used
multiple linear regression analysis. The test results show that motivation, price and perceived quality have
a positive and significant impact on consumer purchasing decisions for Lenovo Laptops in Purwokerto.
The most influential factor on consumer purchasing decisions for Lenovo Laptops in Purwokerto is
Keywords: consumer purchasing decisions; consumer motivation; price; perceived quality
Aaker, A David dan Alexander L Biel. 2009. Brand Equity and Advertising: Advertising’s role in
Building Strong Brand. Psychology Press, 31 Oktober 2013.
Alfred, Owusu. 2013. Influences Of Price And Quality On Consumer Purchase Of Mobile Phone In The
Kumasi Metropolis In Ghana A Comparative Study. European Journal of Business and
Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.5, No.1, 2013
Alma, Buchari. 2011. Manajemen Pemasaran dan Pemasaran Jasa. CV.Alfabeta. Bandung.
Carroll, Noel. Kieran Conboy, 2020. Normalising the “new normal”: Changing tech-driven work
practices under pandemic time pressure. International Journal of information Management 55
(2020) 102186. www.elsevier.com/locate/ijinfomgt
Cockrill, Antje dan Mark MH Goode, (2010). Perceived price fairness and price decay in the DVD
market", Journal of Product & Brand Management, Vol. 19 Edisi 5 hal. 367-374.
Garvin, D.A. 2004. Kualitas Produk : Alat Strategi Yang Penting . Jakarta. Free Press. Edisi VII.
Gunawan, Steffi. The Impact of Motivation, Perception and Attitude toward Consumer Purchasing
Decision: A Study Case of Surabaya and Jakarta Society on Carl’s Junior. iBuss Management Vol.
, No. 2, (2015) 154-163
Hooley,G.J., Saunders,J.A., Piercy,N.F. (2004). Marketing Strategy and Competitive Positioning, 3rd
Edition, Pearson Education Limited, London.
Kotler & Amstrong. (2009). Prinsip-prinsip Pemasaran. Jilid 1. Edisi ke-12. Jakarta: Erlangga.
Martinez, Ulpiano J. Vazquez, Javier Morales-Mediano , Antonio L. Leal-Rodriguez , The Impact of the
COVID-19 Crisis on Consumer Purchasing Motivation and Behavior, European research on
management and business economics (2021), doi:
Maturo, Antonio dan Maria Grazia Rosiello, 2013. Psychological and social motivations to the purchase
of technological goods: fuzzy mathematical models of interpretation. Procedia - Social and
Behavioral Sciences 84 ( 2013 ) 1845 – 1849
Mishra, Lokanath, Tushar Gupta, Abha Shree, 2020. Online teaching-learning in higher education during
lockdown period of COVID-19 pandemic. International Journal of Educational Research Open 1
(2020) 100012. www.elsevier.com/ijedro
Moradi, H & Zarei, A. 2011. The Impact of Brand Equity on Purchase Intention and Brand Preference
The Moderating Effect of Country of Origin Image. Australian Journal Image and Apllied
Sciences. Vol. 5, No. 3, pp: 539-549.
Nwankwo, Sonny , Nicolas Hamelin , Meryem Khaled. 2014. Consumer values, motivation and purchase
intention for luxury goods. Journal of Retailing and Consumer Services 21 (2014) 735–744
Sasongko, FA. 2012. Analisis Pengaruh Motivasi Konsumen, Persepsi Kualitas, dan Sikap Konsumen
terhaddap Keputusan Pembelian PC Tablet iPad. Skripsi. Universitas Diponegoro Semarang.
The SMERU Research Institute and the National Statistics Office (BPS) Analysis of the Social and
Economic Impacts of COVID-19 on Households and Strategic Policy Recommendations for
- There are currently no refbacks.