Abstract
This study aims to analyze the effect of perceive price, product quality, brand image and after sales service on purchase decision and the implications on customer satisfaction of Asus smartphone. This research is descriptive-quantitative in nature. Secondary data was obtained through various journals, books and related information. Primary data were obtained using questionnaire distributed to Asus customers in Datascrip service center. Using incidental sampling technique, a total sample of 245 Asus customers were obtained. Path analysis was employeds. Various statistical tests such as validity, reliability, normality tests were employed. The results showed that the variables’ of perceive price, product quality, brand image and after sales service partially and simultaneously had a significant and positive effect on purchase decision. Furthermore, only the variables of after sales service were found to have a direct effect on customer satisfaction. Purchase decision has a significant effect on customer satisfaction. In order to increase purchasing decision, it is recommended that Asus to pay attention to brand image by creating products that have attractive physical identities, in terms of packaging, color and design, and to create customer satisfaction should pay attention to facilities and infrastructure of service center as much as possible.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
