||Effect of Brand Image, Customer Value and Risk Perception on Consumer Purchasing Intention of Acer Laptop in Surabaya
The research aimed to identify brand image, customer value, risk perception on consumer purchasing intention of Acer branding Laptop in Surabaya. Sample used in the research was individual who had not having laptop before, having information about laptop Acer and decision maker on a number of laptop purchasing. Sampling method was using purposing sampling and accidental sampling. Of the research result performed on 120 respondents in Hitec Mall Surabaya. Result showed that brand image had positive and significant effect on customer value and the customer value had positive and significant effect on purchasing intention. Brand image had negative effect but not significant on risk perception, risk perception had negative and significant effect on purchasing intention and brand image had positive image but not significant on purchasing intention. Reason of brand image hypotheses having positive effect but not significant on purchasing intention was because in respondents screening researcher interviewed when respondents walked out of Acer counter thus it was expected they knew that Acer brand image was good because they entered the Acer counter to look for information about Acer laptop.
Keywords: brand image, customer value, risk perception, purchasing intention