Hidayat, Tegar Samudra (2026) ANALISIS FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM MEMBELI LAPTOP MEREK ASUS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The ASUS laptop brand dominates the Indonesian market, ranking first in the 2026 Top Brand Index (TBI 25.10%), yet the specific factors considered by university students in purchasing ASUS laptops have not been empirically studied. This study aims to analyze factors considered by consumers in purchasing ASUS laptops among students at UPN “Veteran” East Java. A quantitative approach with Exploratory Factor Analysis (EFA) was employed, involving 203 respondents selected through proportional area sampling across eight faculties. Data were collected via a Likert scale questionnaire and processed using SPSS. Results show that out of 22 indicators analyzed, 2 indicators were excluded due to insufficient factor loading (≥0.50), namely price affordability (X2.1) and price competitiveness (X2.3), leaving 20 indicators that formed 5 new factors: promotional appeal and ease of purchase as the dominant factor, technical and functional considerations, product trust and image, product variety and affordability, and digital accessibility, cumulatively explaining 49.798% of data variance. The purchasing decision for ASUS laptops is shaped by a complementary combination of promotional, product, and distribution factors. Keywords: 4Ps of Marketing, Purchase Decisions, ASUS Laptops, Exploratory Factor Analysis
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Tegar Samudra Hidayat | ||||||||
| Date Deposited: | 13 Jul 2026 08:28 | ||||||||
| Last Modified: | 13 Jul 2026 08:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55192 |
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