The Influence of Price Perception and Product Quality on Logitech Mouse Purchase Decisions in Surabaya

Pangeran Dega; Ugy Soebiantoro

doi:10.55927/fjmr.v4i10.543

Authors

Pangeran Dega Universitas Pembangunan Nasional “Veteran” Jawa Timur
Ugy Soebiantoro Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/fjmr.v4i10.543

Keywords:

Price Perception, Product Quality, Purchase Decision, Logitech

Abstract

This study addresses the paradoxical phenomenon of Logitech's high brand awareness in Indonesia, as evidenced by consistent search interest, despite a sharp decline in its local brand index and consumer complaints about product quality. The research aims to empirically analyze the influence of price perception and product quality on the purchase decisions of Logitech mouse consumers in Surabaya. A quantitative approach was employed, using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 100 respondents obtained through a purposive sampling technique. The findings reveal that both price perception and product quality have a positive and significant influence on purchase decisions. This suggests that while consumers, on average, hold a positive view of Logitech's value proposition, the decline in market share and commitment may be linked to specific, highly visible quality issues that erode trust among potential buyers. The results underscore the importance for Logitech to proactively manage its brand reputation by explicitly communicating its value and addressing recurring quality issues.

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