PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS (STUDI PADA MAHASISWA UNIVERSITAS NUSA PUTRA)

This research aims to analyze the influence of brand image, price and product quality on the decision to purchase Asus laptops among Nusa Putra University students. In the context of the electronics market which offers various choices, laptops are one of the products that is really needed by consumers in Indonesia, especially by students who are looking for a laptop that suits their needs but at an affordable price. This research uses a quantitative approach with survey methods. The population of this study were Nusa Putra University students who had used or purchased an Asus laptop, with a total of 100 respondents. The data analysis tool used is SPSS version 26, with a series of tests that include validity tests, reliability tests, and classic assumption tests (data normality test, multicollinearity test, and heteroscedasticity test). The multiple linear regression analysis method is applied as a parametric approach to understand the relationship between the variables being tested. The results of this research are that Brand Image has a significant and positive influence on purchasing decisions, Price has a significant and positive influence on purchasing decisions, Product Quality has a positive and significant influence on purchasing decisions. These three variables both have a significant and positive influence on purchasing decisions for Asus products among Nusa Putra University students.

Keywords: Brand Image, Price, Product Quality and Purchasing Decisions