Factors affecting purchase decision on local electronic appliances brands

The title of this research is ―Factors Affecting Purchase Decision on Local Electronic Appliances Brand‖. First objective of this research is to examine the purchase decision on local brands. The next objective is to determine the factors affecting purchase decision on local brands. Three independent variables are identified, that affecting consumer purchase decision which are country-of-origin image, product knowledge, and product involvement. In order to complete this research, three hypothesis is constructed, focused on determining the factors of the independent variables towards dependent variable. A total of 159 electronic appliances‘ shoppers have participated, using the non-probability convenience sampling design. The researcher use primary data collection method, by distributing questionnaire to collect data from the respondents. All of the data obtained is analysed using normality test, reliability test, frequency testing, descriptive statistical test, Pearson Correlation coefficient, and regression testing. For correlation, only one variable is significant, and have a weak relationship towards consumer purchase decision. For multiple regression analysis, only product knowledge affects purchase decision and it can be conclude that hypothesis 2 is supported, while other variables, which are country-of-origin image and product involvement does not affect consumer purchase decision, thus hypothesis 1 and hypothesis 2 are not supported.