Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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The Effect of Promotion, Product Quality and Brand Awareness on Asus Laptop Purchase Decisions for Students

Authors
Annur Fitri Hayati1, Risna Prima Yuyun1, *
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: risnaprimayuyun006@gmail.com
Corresponding Author
Risna Prima Yuyun
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_51How to use a DOI?
Keywords
promotion; product quality; brand awareness; purchasing decision
Abstract

The goal of this study was to ascertain the influence of advertising, product quality, and brand awareness on Padang State University students’ decisions to purchase Asus laptops. The William Cochran formula was used to determine the number of research samples. 97 individuals were chosen in total utilizing the purposive sampling method. The information used was gathered by the distribution of questionnaires containing predefined questions to Padang State University students. Multiple regression is the analytical technique, and SPSS version 21 is used. The results of this study show that (1) promotion, product quality and brand awareness significantly influence Asus laptop purchase decisions, (2) promotions significantly influence on purchasing decisions for Asus laptops, (3) the quality of the product has a significant impact on the decision to buy an Asus laptop, (4) brand awareness has a significant effect on purchasing decisions for Asus laptops.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_51How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Annur Fitri Hayati
AU  - Risna Prima Yuyun
PY  - 2025
DA  - 2025/09/16
TI  - The Effect of Promotion, Product Quality and Brand Awareness on Asus Laptop Purchase Decisions for Students
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 602
EP  - 612
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_51
DO  - 10.2991/978-94-6463-839-4_51
ID  - Hayati2025
ER  -