ABSTRACT

The study was aimes to find out about the effect of price, brand image, quality of product and promotion to a decision of students of the Faculty of Economics and Business at the University of Lambung Mangkurat in buying Asus notebooks.This research used a quantitative approach with an explanatory method. The research population was Regular B Students, Faculty of Economics and Business, Lambung Mangkurat University Banjarmasin, while a sample was 100 students that have been choosen by using purposive sampling. Questionnaire wasa data collection technique. This research used Analysis of Descriptive Statistics and Statistical Analysis, namely multiple linear analysis as data analysis.The resultof the study showed that there was an influence among price, brand image, product quality and promotion toward the decision of the Faculty of Economics and Business, University of Lambung Mangkurat students in purchasing the Asus notebook. The most dominant aspectwhich influenced the students’ decision to purchase Asus Notebook was the image variable.

Keywords: Price, Imaging of branding, Quality of Product, Promotion, Buying Decision of Asus Notebook