THE EFFECT OF PRODUCT DESIGN, BRAND IMAGE, AND PRODUCT QUALITY TOWARDS PURCHASING DECISIONS OF LAPTOP BRANDS
Sutanto, J. E.
Stefanus Kaihatu, Samuel
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Abstract The study intended to identify factors affecting student’s selection of senior high school. The study combines qualitative and quantitative approaches. Qualitative approach was used to identify variables and quantitative approach was used to group the variables into factors. Forty-one variables were derived from interview was converted into a 41 items questionnaire. Using exploratory factor analysis with principal factor extraction, six factors are extracted with 22 remain significant variables. The six factors that contributed to the preference in selecting senior high school were variety of school programs, discipline, school environment, academic quality, focus on spiritual, sport facilities. The highest preference in selecting senior high school was variety of school programs while the least variance was sport facilities. No significant difference was found between male and female students in selecting senior high school.