Analisis Variabel Keunggulan Kompetitif yang Dipertimbangkan dalam Pembelian Komputer oleh Dosen di Kota Malang

Abstract

This research is aimed at learning what competitive advantage variables were taken into consideration in purch   asing a computer, and at comparing the variables considered in purchasing a computer with the competitive advantage variables of computer stores. The subjects of this research were lecturers teaching at both state and private universities. Purposive and incidental sampling were used in this study. The data were analyzed using factor and descriptive analysis. The results of the study were that the competitive advantage variables considered in purchasing a computer were in the following hierarchical order: after-sales service, sales personnel service, availability of shop facilities, price, product, and promotion.