<mets:mets OBJID="eprint_10912" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-07-10T17:10:46Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Pakuan</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_10912_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh Brand Image dan Kualitas &#13;
Produk terhadap Keputusan Pembelian Laptop ASUS</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Rayhan Akbar</mods:namePart><mods:namePart type="family">Arwinsyah</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Oktori Kiswati</mods:namePart><mods:namePart type="family">Zaini</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Hasrul</mods:namePart><mods:namePart type="family">Hasrul</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>RAYHAN AKBAR ARWINSYAH. 021121422. Pengaruh Brand Image dan Kualitas &#13;
Produk terhadap Keputusan Pembelian Laptop ASUS pada Mahasiswa/i Fakultas Ekonomi &#13;
dan Bisnis Universitas Pakuan. Dibimbing oleh: Oktori Kiswati Zaini dan Hasrul. 2025.&#13;
Penelitian ini dilatarbelakangi menurunnya preferensi merek ASUS di tengah persaingan &#13;
ketat pasar laptop Indonesia, sementara konsumen semakin selektif dalam pengambilan &#13;
keputusan pembelian. Tujuan penelitian adalah menganalisis pengaruh Brand Image&#13;
terhadap Keputusan Pembelian dan menganalisis pengaruh Kualitas Produk terhadap &#13;
Keputusan Pembelian laptop ASUS pada mahasiswa Fakultas Ekonomi dan Bisnis &#13;
Universitas Pakuan.&#13;
Penelitian menggunakan pendekatan kuantitatif dengan desain kausal. Responden terdiri &#13;
dari 100 mahasiswa FEB Unpak yang telah menggunakan laptop ASUS, dipilih secara &#13;
purposive sampling. Instrumen utama berupa kuesioner tertutup berskala Likert 1–5. &#13;
Analisis data mencakup statistik deskriptif dan uji hipotesis menggunakan Structural &#13;
Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan software&#13;
SmartPLS.&#13;
Hasil uji bootstrapping menunjukkan bahwa variabel Brand Image tidak berpengaruh &#13;
signifikan terhadap keputusan pembelian laptop ASUS pada mahasiswa Fakultas Ekonomi &#13;
dan Bisnis Universitas Pakuan (koefisien jalur = –0,026; t‑statistik = 0,295; p &gt; 0,05), &#13;
sedangkan Kualitas Produk terhadap keputusan pembelian berpengaruh positif dan &#13;
signifikan (koefisien jalur = 0,939; t‑statistik = 9,555; p &lt; 0,05). Secara bersama‑sama, &#13;
kedua variabel tersebut mampu menjelaskan 84,1 % variasi keputusan pembelian (R² = &#13;
0,841), sedangkan 15,9 % sisanya dipengaruhi oleh faktor lain di luar model penelitian.&#13;
Kata kunci: brand image, kualitas produk, keputusan pembelian</mods:abstract><mods:classification authority="lcc">Manajemen pemasaran</mods:classification><mods:classification authority="lcc">Manajemen</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2025-07-22</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Pakuan;Program Studi Manajemen</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_10912"><mets:rightsMD ID="rights_eprint_10912_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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