Strategic business analysis by using determinants of buying decision on products: Lessons from an international company in Indonesia

Abstract

Besides purchasing power, knowing buying decisions from consumers is the key to the success of a business. The company will be able to carry out business planning and its sustainability. This study wants to know how far the buying decision is influenced by customer satisfaction, brand image and country of origin in the Jakarta Region, Indonesia. Researchers analyze the behavior of Apple brand users in Indonesia. Data collection was carried out by sending research questionnaires electronically to 195 users of the Apple brand in the Jakarta Capital of Indonesia. The results of the validity and reliability test conclude that the data is valid and reliable. So, the authors want to test how customer satisfaction, brand image and country of origin can support buying decision. The econometrics model in this study is the effect of customer satisfaction, brand image and country of origin on buying decision on Apple product in Indonesian. The analytical method in this study is Robust Least Squared Model. The results of the analysis of this study conclude that an increase in customer satisfaction, brand image and country of origin can significantly increase buying decision on Apple product in Indonesia.