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Effect of Promotion, Product Quality and

Brand Awareness of Laptop Purchasing
Decisions
Asus on Padang State University students
Annur Fitri Hayati
1, Risna Prima Yuyun 2

1 Padang State University, Padang, Indonesia

*
Corresponding author. Email: risnaprimayuyun006@gmail.com

ABSTRACT

The purpose of this study was to determine the effect of promotion, product quality and brand awareness on purchasing decisions
for Asus laptops at Padang State University students. The number of research samples was determined based on the William
Cochran formula. A total of 97 people were selected using the purposeful sampling technique.
The data used is the type of primary data obtained through distributing questionnaires to Padang State University students with
predetermined criteria. The analytical method used is multiple regression using SPSS version 21. The results of this study
indicate that (1) promotion, product quality and brand awareness have a significant effect on purchasing decisions for Asus
laptops, (2) promotions have a significant effect on purchasing decisions for Asus laptops, ( 3 ) product quality has a significant
effect on purchasing decisions for Asus laptops, (4) brand awareness has a significant effect on purchasing decisions for Asus
laptops.
Keywords: promotion, product quality, brand awareness, purchasing decision

1. INTRODUCTION have characteristics that distinguish one product from another to

maintain the product.
Current technological developments have an ordinary
When consumers decide to buy a product, they will definitely
moonlight influence on everyone's lifestyle. The amount of
choose the product that suits their needs and desires.
science and technology that continues to develop in everyday
life is characterized by rapid changes in various fields,
Seeing the many innovations from various laptops, starting to
especially in the field of information technology both in terms of
release laptops with the latest versions , consumers will look for
hardware and software. At first the computer could only be used
laptops that have high specifications such as
limitedly on a table or often called a desktop computer [1] .
RAM, VGA and adequate storage media capacity, because
specifications will affect the performance of the laptop.

The development of patterns of thought and human

civilization, came up with various new concepts or ideas that
computers are not only used as a desk, but can also be used to
move from place to place and are more portable for everyone
who uses them. This type of computer is called a laptop. The
demand for increasingly high-quality laptop products makes
companies engaged
in the same field vying to improve the quality of the laptops they
have so that
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Figure 1.1 shows that laptop users in Indonesia are 21.36% of the total
Indonesian people who own laptops. This figure is higher than computer
ownership which is only 7.97% or there is a percentage difference of
13.39%. The flexibility offered by laptops that can be taken anywhere
and can be used at any time is one of the factors in the popularity of these
devices compared to computers.
Asus laptops experience fluctuating sales.
Meanwhile, laptops with the Lenovo brand have experienced increasing
sales from year to year. From 2018 to 2019 it increased by 1.6%, from
2019 to 2020 it increased by 0.5% and from 2020
to 2021 it increased by 0.1%.

This explains that the heaviest weighing of Asus laptops is Lenovo

Based on age, more people aged 20-29 years have laptops than other age
groups. This age range is usually dominated by young people of
productive age who still criticize university-level education. Based on the
education category, it was shown that postgraduate/ doctoral students were
still the community group with the highest percentage of laptop
ownership, reaching 86.00%. Diploma/S1 is the highest percentage after
Masters/S3, namely 64.82%.
which is the strongest brand with more enthusiasts and Lenovo laptop
sales are ranked first as the consumer's choice. There are still other
brands of laptops that are weighing Asus laptops such as HP, Dell,
Apple and Acer laptops.
As can be seen in table 1.1, Asus laptops are still experiencing
insignificant sales every year. It can be seen that the level of purchasing
decisions is low. As it is known that currently consumers are very critical
in choosing a product, so that when making a choice to buy the product
they want to get the right decision to make.

It can be concluded that students are potential consumers in the laptop

sales market, seen from the many student activities. there are various
types of laptop brands used by students such as Acer, Lenovo, Dell, Table 2 Preliminary survey on the description of laptops
Apple, Toshiba, HP and Asus. One of the laptop brands is Asus used by Padang State University students
At Laptop Brand Amount Percentage
the that
Judging from the color, specifications, and others. In Indonesia, Asus Used maples
brand laptops are able to compete with other companies, but from time to 1 9 30%
time, Asus laptops e,xperience fluctuating demand from year to year. It
two hp 7 23.2%
can be seen that the Asus brand laptop has fluctuated from year to year
as can be seen from the market share data 3 asus 6 20%

4 Lenovo two 6.7%

Table 1. Laptop Market Share 2018-2021 Name
2018 2019 2020 2021 5 two 6.7%
apples
Brand
Lenovo 22.5% 24.1% 24.6% 21.7% 24.7% 6 dell two 6.7%
hp 22.2% 22.1% 16.2% 16.8% 21.8%
dell 7 toshiba two 6.7%
16.4% 6.9% 7.0% 7.1% 6.1% 17.6%
apple 5.7% 7.3% 6.0% 5.5% 5.8% 7.6% Total 30 100%
maple Source: Statista.com 7.2% Source: Initial Observation
asus 6.4%
Based on table 1.2, it can be seen that of the 30 respondents, the highest
laptop users were Acer brand laptops with 9 respondents
The data in table 1.1 shows that Lenovo laptops dominate the market
or 30%, followed by HP brand laptops with 7 respondents or 23.2%
where from year to year, namely 2018-2021 Lenovo laptops remain in
which were most used by students after the Acer brand, ranking
first position after that followed by HP, Dell, Apple and Acer brand
laptops. For Asus brand laptops themselves experienced a decline in the third is the Asus brand laptop which is most used by students,
market share. In 2018 to 2019 it has decreased by 0.5%. In 2019 to 2020 namely 6 respondents or 20%. Followed by Lenovo, Dell, Toshiba
it will increase by 0.3 percent and from 2020 to 2021 it will increase by and Apple laptops with 2 respondents or 6.7%.
0.6%. This shows that
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From the data above, it can be seen that Asus laptop users
are still below the Acer and HP brand laptops. This shows
that many students use laptops with other brands compared
to Asus laptops. In external factors there are products
consisting of product quality, brand, packaging, price,
promotion and place . Rossiter and Percy in (Macdonald)
state that ( brand awareness ) is an important aspect in the
communication process
because it precedes all other steps in the communication
process [2].
The results of previous research found that promotions have
a significant effect on purchasing decisions, giving an
understanding that the higher and more attractive the
promotions carried out by the company, the higher the
consumer's decision to purchase and subscribe to the product
[3]
. This promotion is very important to
improve consumer purchasing decisions. The existence of
promotions will provide clear information to consumers so
that it will make consumers decide to buy the product.
The results of the study found that product quality can
influence purchasing decisions. Such research results state
that purchasing decisions are positively and significantly
influenced by product quality [4]. produce products of the
highest quality.
Many weighing that have started to emerge with the same
product have become an opportunity for consumers to choose
and compare a product with other products.
Thus it becomes a threat for several companies to continue
to improve the quality of the products they
produce, in order to be able to attract consumer interest and
make consumers interested
to choose a product from that company. Quality products can
be considered by consumers in making purchases and
deciding whether to buy a product or not.
The research results found that brand awareness
is able to influence purchasing decisions.
According to Akbarsyah who stated that positively and
significantly purchasing decisions are influenced by brand
awareness [5]. If brand awareness is good in consumer
memory, then the purchase decision for a product will
increase, and vice versa if brand awareness for a product is
low, then the purchase decision will also decrease.
.
2. THEORY LITERATURE
2.1. Buying decision
According to Philip Kotler and Lane Keller stated
that the purchase decision is the evaluation stage,
consumers form preferences between brands in a collection
of choices. Consumers may also form an intention to buy
the most preferred brand [6].
Then Kotler and Keller stated that "in general there are seven
roles that can be played by someone in making a purchasing
decision process, namely initiator , user , influencer ,
decision maker , approver . ) , buyers and gatekeepers ”
So, it can be concluded that purchasing decisions are
actions taken by consumers through several stages or
processes before making purchasing decisions as well
as a combination of knowledge in choosing one of the
alternatives to meet the need for products and services.
Purchasing decisions must also understand every aspect of
consumer behavior and how to actually make decisions by
implementing the most profitable choices.
Purchasing an item or service is not intended to create losses
for consumers, so companies must monitor every element that
can reduce the purchase decision.
2.2. promotions
Kotler and Keller stated that "Promotion is one of the core
ingredients in a marketing campaign consisting of a
collection of short-term incentive tools designed to stimulate
faster or larger purchases of certain products and services by
consumers or trade[7]. There are many ways that companies
do to promote their products, such as through advertising
media, brochures, pamphlets, or advertisements that are
behind the scenes. Companies must always carry out good
promotions so that their products can be widely known by the
public so as to be able to create high purchasing decisions
According to Alma, promotion is an effort made by
marketers to communicate with potential customers [8] .
This means that promotion is an activity in conveying
information through communication between the company
and its consumers so that consumers are interested in making
purchases of the products offered by the company.
2.3. Product quality
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Quality is a state that can change or be dynamic that has a close
relationship with products, services, people and environmental
conditions that meet or may be able to exceed established
standards. Basically the quality of a product is an aspect that is of
particular concern to companies providing products, services,
people and environmental conditions that meet or may exceed
predetermined standards. Basically the quality of a product is an
aspect that is of particular concern to a company because product
quality is related to consumer decision issues
The American Society for Quality defines quality as the
properties and characteristics or total quality characteristics of a
product or service that bear on its ability to meet and satisfy
customer needs. In essence, customer satisfaction is closely related
to the quality of products or services.
2.4. Brand awareness
Aaker in Handayani defines brand awareness as the ability of
potential consumers to recognize and remember that a brand
belongs to a certain product category [9] .
Brand awareness
means the ability of consumers to recognize and remember the
brand in different situations. Brand awareness consists of brand
recall and brand recognition .
3. FUNDAMENTAL RESEARCH
QUESTION
H 1 : There is a significant influence of promotion, product
quality and brand awareness on the buying decision of
Asus laptops
Based on the results of the study, it is known that the variables
promotion, product quality and brand awareness have a significant
effect on the decision to buy an Asus laptop for Padang State
University students with an F count of 33,077 with a sig of 0,000.
This shows that promotion, product quality and brand awareness
have an effect on purchasing decisions, supported by the analysis of
the coefficient of determination
(R) that has been carried out, which is 0.501 or 50.1%.2 This means
that the effect of promotion, product quality and brand awareness on
purchasing decisions for Asus laptops for Padang State University
students is 50.1% while the remaining 49.9% is influenced by other
factors not examined in this study.
According to Machfoedz argued that purchasing decisions are a
process of evaluating and selecting from various alternatives in
accordance with the interests of certain interests by setting an option
that is considered the most profitable [10]
H 2 : There is a significant influence of promotion on the
decision to buy an Asus laptop
Based on the research results, it is known that the significance value
is 0.35 <0.05 and t count is 2.143 > t table (1.986). This can be
interpreted that the promotion has a significant effect on the decision
to purchase Asus laptops for Padang State University students.
Therefore, promotions show benchmarks for consumers before
buying a product.
The results of previous research found that promotions have a
significant effect on purchasing decisions. Members
understand that the higher and more interesting the promotions carried
out by companies, the higher the jump in consumer decisions in
making purchases and subscribing to products.
This promotion is very important to improve consumer purchasing
decisions. The existence of promotions will provide clear information
to consumers so that it will make consumers decide to buy the product.
H 3 : There is a significant influence of product quality on
the decision to buy a laptop
asus
The results of the study found that product quality can influence
purchasing decisions. As with Ernawati's research results, which
stated that purchasing decisions are positively and significantly
influenced by product quality. Many products on the market make
companies have to be able to produce the best quality products.
Many weighing that have started to emerge with the same product
have become an opportunity for consumers to choose and compare a
product with other products. Thus it becomes a threat for several
companies to continue to improve the quality of the products they
produce, in order to be able to attract consumers and make
consumers
interested in choosing products from these companies. Quality
products can be considered by consumers in making purchases and
deciding whether to buy a product or not.
H 4 : There is a significant influence of brand awareness
on the decision to buy an Asus laptop
Based on the research results, it is known that the significance value
is 0.000 <0.05 and t count is 4.494 > t table (1.986).
This can be interpreted that brand awareness has a significant
effect on the decision to purchase Asus laptops for Padang State
University students. Therefore, brand awareness is a measure of the
strength of a brand
In the brand awareness variable , the respondent's achievement
level was 85 .77% with a very strong category. Which of the 4
indicators is the respondent's answer
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the highest is on the Recognition indicator . On this indicator,

At the variables operational
respondents remember Asus laptops by looking at symbols, logos or
definition
other attributes. With a slogan that is made as unique as possible, easy to
remember and sticks in the minds of consumers. The research results Asus laptops that depend
found that brand awareness is able to influence purchasing decisions. on the
According to Akbarsyah, who stated that buying decisions are positively ability to satisfy the needs
and significantly influenced by brand awareness . If brand of
awareness is well consumers, both
in terms of physicality,
remembered by consumers, then purchasing decisions for a .
speed and so on.
product will increase, and vice versa if brand awareness for a product is
low, then purchasing decisions will also decrease. [11]
3 Brands Brand Awareness
Awareness is brand awareness,
( X3 ) the extent to which
consumers know and
4. RESEARCH METHOD
know Asus
The type of research used in this research is causative research. laptops in certain
According to Sugiyono, causative research is useful for analyzing categories.
relationships between two or more variables or causal relationships that 4 Decisions Basic psychological
Purchase processes
are causal in nature.
(Y) that play an
important role in
4.1. dependent variable understanding how consumers
actually make decisions in
According to Sugiyono, the dependent variable is the variable that is
purchasing Asus laptops
affected or becomes the result because of the independent variables [12].
by understanding every
The dependent variable in this study is the purchase decision (Y)
aspect of consumer behavior.
4.2. Independent Variables

Independent variables are variables that influence or cause changes or

the emergence of the dependent variable. The independent variables in
this study are promotion (X1), product quality (X2) and brand
awareness (X3). 4.3. multiple linear regression
Y= a + b1X1 + b2X2 + b3X3 + e

Table 3 . Operational Variable Definition Description:

Y = Purchase Decision X1 =
Promotion X2 =
At the variables operational Product Quality X3 = Brand
definition Awareness e =
Epsilon (other independent variables not measured in research that
1 promotions ( Promotion is an activity
have an influence on the dependent variable) . a = Constant
X1 ) that can increase
sales of Asus
laptops by offering and
b1, b2, b3 = Regression Coefficient to be interpreted.
advertising
Asus laptop
4.4. Data Analysis Techniques
products to the wider
community as a form The data analysis technique applied was processed in stages, namely
of communication descriptive analysis, inductive analysis which consisted of classical
between producers assumption analysis requirements test (normality test, multicollinearity test,
and heteroscedasticity test, linearity test) and multiple regression analysis along
consumers. with hypothesis testing which contained the f test and T test and finally
there is a coefficient of
tw Quality Product Quality is determination test using SPSS version 21 .
o Product ( X2 ) the totality of features
and characteristics
Sample collection technique
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The sample used in this study was Padang State University

Negative -.063
students who had bought Asus laptops. The sampling technique
is based on non-probability sampling and purposive sampling
methods. Because the sample population is unknown, the sample Test Statistics .624
for this study was taken using the Cochran formula with a total
sample of 97 respondents. asymp. Follow ,830
(2-tailed)

5. RESULT AND DISCUSSION N.

5.1. Research Object Description
The research object used in this research is Asus laptop
users at Padang State University students in 2021. With a total sample
of 97 people using primary data.
Table 4 shows that the normality test with a significant value of
0.830> 0.05. So that it can be said that the data in the table is
normally distributed.
2. multicollinearity test

Table 5. Multicollinearity
5.2. Descriptive Statistical Analysis Test
Flat

At model tolerancec
e VIF
flat TCR
the variables (means) % category 4,290
promotions 0.688 1,453
1 Promotion (X 1 ) 85.90% Very Strong Product quality 0.676 1,480
Product Quality Brand awareness 0.682 1,466
two (X 2 ) 4,232 84.65% Very Strong
Brand
3 Awareness (X 3 4,288 85.77% Very Strong Table 5 shows that the VIF value for promotion is 1.453 < 10
) Purchase with a tolerance of 0.688> 0.10, the VIF value for product quality
4 Decision (Y) 4,309 86.18% Very Strong Source: is 1.480 < 10 with a tolerance of 0.676> 0.10 and
Results of Primary Data Processing (processed) the VIF value for brand awareness is 1.466 < 10 with a
2022
tolerance of 0.682 > 0.10 so that it can be said that there is no
multicollinearity between the dependent variable.
5.3. Classic Assumption Test
1. Normality Test 3 . heteroscedasticity test
Table 4 . Normality Test
Table 6. Heteroscedasticity

One-Sample Kolmogorov-Smirnov Test Test

Research sig Note

variables
Unstandardized
0.685
residual promotions

Product quality 0.555 _ heteroscedasticity does

No 240 not occur

Brand awareness 0.81 _

standard mean ,0000000

Parameters
Table 6 can be seen that the significant value of the
standard 3.32982518 promotion variable is 0.685 > 0.05, the significant value of product
Deviation quality is 0.555 > 0.05 and the significant value of brand
awareness is 0.081 > 0.05. It can be concluded that all the research
MostExtreme ,063 variables used are free from symptoms of
absolutely
Differences heteroscedasticity. the sig value of Deviation from Linearity is
0.137 > 0.05, then the regression model is linear.
positive .036
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Table 7. Multiple Linear Regression Analysis

Product quality 0.242 3,389 0.001 _
Test Table 7 shows that the multiple regression coefficients were
processed using SPSS version 21 where each Brand awareness 0.389 _ 0.000 _
4,494
variable coefficient is promotion of 0.209, product quality
Table 10 can be concluded that the significant value of
variable coefficient of 0.242 and brand awareness variable
the promotion is 0.035 <0.05, which means Ha
coefficient of 0.389 with a constant of 3.475, so ka the results of
is accepted, this shows that being rejected H
the regression equation can be obtained as follows: Y= a +
b1X1 + b2X2 + b3X3 + e Y= promotion has a significant influence on purchasing decisions
for Asus laptops at Padang State University students.
3.475 + 0.209 X 1 + 0.242 X 2 +0.389 X 3 +e
. Meanwhile, the mean value of product quality
is 0.001 <0.05 so that H0 is rejected, H is accepted. a
5. Model Feasibility Test This shows that product quality has a significant effect on the
1. F test decision to purchase Asus laptops for Padang State University
students.
Table 8 . F Test
And the significant value of brand awareness is 0.000
<0.05 so that H0 is rejectead, H is accepted. This shows that
brand awareness has a significant effect on
model sum of df mean F
purchasing decisions for Asus laptops for Padang State University
squares square follow
students
Regression 1135,742 378,581 33,077 0.000
residual 1064,423 3 11,445 5.6. Discussion
Total 2200,165 93 96
The influence of promotion on the decision to
purchase an Asus laptop for Padang State University
Table 8 can be seen that the fcount is 33,077 with a students
significant level of 0,000 <0.005 so that the regression
Based on the research results, it is known that the significance
equation used can be said to be correct and the model can be
value is 0.35 <0.05 and t count is 2.143 > t table (1.986). This
used as a test in research.
can be interpreted that the promotion has a significant effect on
the decision to purchase Asus laptops for Padang State
University students. Therefore, promotions show benchmarks
2 2. R test
for consumers before buying a product.
Table 9 . R 2 test So it can be concluded that the promotion carried out by
model R R Square Adjusted R Standard Error of Asus laptops is good enough. Therefore, increased
Square the Estimate
promotions on Asus laptops will increase sales and
1 purchase decisions.
0.718 _ 0.516 _ 0.501 _ 3,383
The better the promotion of a product will have more
value than other products.
Based on table 9 to find out the contribution of the independent The influence of product quality on purchasing
variable to the dependent variable can be seen in the table in decisions for Asus laptops in state university students
minutes with an Adjusted R Square value of 0.501. This means
that the contribution between promotion variables, product
Based on the research results, it is known that the
quality and brand awareness on purchasing decisions for Asus
significance value is 0.001 <0.05 and t count is 3,389
laptops for Padang State University students is 0.501 or 50.1%,
> t table (1,986). This can be interpreted that product quality has
the remaining
a significant effect on the decision to purchase Asus laptops for
49.9% is influenced by other factors which were not examined in
this study. Padang State University students. The results of this study are
supported by previous research conducted previously by Iful
2 . Partial T Test Anwar [11]. The results of this study concluded that the
product quality variable had a positive and significant effect on
Table 10 . T Test
the purchasing decision variable.
model Unstandardized follow

t Coefficients
B

promotions 0.209 _ 2.143 0.035 _

Machine Translated by Google
The effect of brand awareness on
purchasing decisions for Asus laptops in Padang
State University students
Based on the research results, it is known that the
significance value is 0.000 <0.05 and t count is 4.494 > t table
(1.986). This can be interpreted that brand awareness has a
significant effect on the decision to purchase Asus laptops for
Padang State University students. Therefore, brand awareness is a
measure of the strength of a brand.
The results of this study are supported by the results of previous
research conducted previously by Nel Ariyanti [1 3 ] "The Influence
of Brand Awareness on Purchasing Decisions". The results of this
study concluded that the brand awareness variable had a positive
and significant effect on the purchasing decision variable.
The effect of promotion, product quality and
brand awareness on purchasing decisions for Asus
laptops in Padang State University students
Based on the results of the study, it is known that the variables
promotion, product quality and brand awareness have a
significant effect on the decision to buy an Asus laptop for Padang
State University students with an F count of 33,077 with a sig of
0,000. This shows that promotion, product quality
and brand awareness have an effect on purchasing decisions,
supported by the analysis of the coefficient of determination
2 (R)
that has been carried out, which is 0.501 or 50.1%. This means
that the effect of promotion, product quality and brand awareness on
purchasing decisions for Asus laptops for Padang State University
students is 50.1% while the remaining 49.9% is influenced by other
factors not examined in this study.
6. CONCLUSION
Based on the research that has been done, it can be
explained that promotion, product quality and brand awareness
together have a significant influence on the decision to purchase Asus
laptops for Padang State University students. The higher the
promotion, product quality and brand awareness of Asus laptops,
the higher the purchase decision.
7. RESEARCH LIMITATIONS
For further research it is suggested to carry out different
variables and larger sample sizes and additional independent
variables such as promotion strategy, consumer serviceability etc.
This will be a good opportunity to continue research for years to
come. .
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