Tegar Samudra Hidayat (1), Sonja Andarini (2)
General Background: Laptop purchasing among university students is shaped by product, price, distribution, and promotional considerations in a competitive technology market. Specific Background: ASUS ranked first in the 2026 Indonesian Top Brand Index and showed strong market dominance, yet specific purchasing considerations among UPN “Veteran” East Java students had not been empirically examined. Knowledge Gap: Prior evidence had not identified the latent factor structure behind ASUS laptop purchase decisions among this university student segment. Aims: This study aimed to analyze consumer considerations in purchasing ASUS laptops among UPN “Veteran” East Java students using a quantitative approach and Exploratory Factor Analysis. Results: The study involved 203 respondents selected through proportional area sampling across eight faculties. Data were collected through a Likert scale questionnaire and processed using SPSS. From 22 analyzed indicators, 20 indicators formed five 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. These factors cumulatively explained 49.798% of data variance. Novelty: The study maps ASUS laptop purchase considerations into five empirically derived factor groups within a student consumer context. Implications: ASUS laptop purchasing decisions among students should be understood as a complementary combination of promotional, product, and distribution factors.
Highlights:
Keywords: Exploratory Factor Analysis, 4P of Marketing, Purchase Decisions, ASUS Laptops
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