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            "given": "Rayhan Akbar",
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            "lineage": null,
            "given": "Oktori Kiswati",
            "honourific": null,
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      "abstract": "RAYHAN AKBAR ARWINSYAH. 021121422. Pengaruh Brand Image dan Kualitas \r\nProduk terhadap Keputusan Pembelian Laptop ASUS pada Mahasiswa\/i Fakultas Ekonomi \r\ndan Bisnis Universitas Pakuan. Dibimbing oleh: Oktori Kiswati Zaini dan Hasrul. 2025.\r\nPenelitian ini dilatarbelakangi menurunnya preferensi merek ASUS di tengah persaingan \r\nketat pasar laptop Indonesia, sementara konsumen semakin selektif dalam pengambilan \r\nkeputusan pembelian. Tujuan penelitian adalah menganalisis pengaruh Brand Image\r\nterhadap Keputusan Pembelian dan menganalisis pengaruh Kualitas Produk terhadap \r\nKeputusan Pembelian laptop ASUS pada mahasiswa Fakultas Ekonomi dan Bisnis \r\nUniversitas Pakuan.\r\nPenelitian menggunakan pendekatan kuantitatif dengan desain kausal. Responden terdiri \r\ndari 100 mahasiswa FEB Unpak yang telah menggunakan laptop ASUS, dipilih secara \r\npurposive sampling. Instrumen utama berupa kuesioner tertutup berskala Likert 1–5. \r\nAnalisis data mencakup statistik deskriptif dan uji hipotesis menggunakan Structural \r\nEquation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan software\r\nSmartPLS.\r\nHasil uji bootstrapping menunjukkan bahwa variabel Brand Image tidak berpengaruh \r\nsignifikan terhadap keputusan pembelian laptop ASUS pada mahasiswa Fakultas Ekonomi \r\ndan Bisnis Universitas Pakuan (koefisien jalur = –0,026; t‑statistik = 0,295; p > 0,05), \r\nsedangkan Kualitas Produk terhadap keputusan pembelian berpengaruh positif dan \r\nsignifikan (koefisien jalur = 0,939; t‑statistik = 9,555; p < 0,05). Secara bersama‑sama, \r\nkedua variabel tersebut mampu menjelaskan 84,1 % variasi keputusan pembelian (R² = \r\n0,841), sedangkan 15,9 % sisanya dipengaruhi oleh faktor lain di luar model penelitian.\r\nKata kunci: brand image, kualitas produk, keputusan pembelian",
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      "institution": "Universitas Pakuan",
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