<![CDATA[The development of globalization is inevitable, it changes the way we communicate, with smartphones as evidence. Smartphones can support current lecture activities because they facilitate access to information at any time. Smartphone users in Indonesia experience a surge every year, but Asus is not felt, they have experienced a decline, this is not in line with the increase in consumer purchases of smartphones, even though the quality of the products offer and a good brand image to consumers has been carry out by Asus to attract consumer buying interest to make purchases. This study was conduct to examine the effect of product quality and brand image on purchasing decisions for Asus smartphones through purchase intention as an intervening variable (study on Diponegoro University students). This study uses quantitative methods and non-probability sampling approaches, the sample collected was 100 by purposive sampling, using a questionnaire that fits the criteria such as Diponegoro University undergraduate students, who filled out the questionnaire. The analysis technique uses validity test, reliability test, simple and multiple linear regression, correlation coefficient, determination test, t test, two-stage regression, and sobel test by utilizing SPSS and Quantpsy. The results showed that the product quality variable had a positive and significant effect on purchasing decisions. Product quality variable had a positive and significant effect on purchase intention. Brand image variable had a positive and significant effect on purchase intention. Brand image variable had a positive and significant effect on purchasing decisions. Purchase interest variable had a positive and significant effect on purchasing decisions. Product quality variable had a positive and significant effect on purchasing decisions through purchase intention. Brand image variable had a positive and significant effect on purchasing decisions through buying interest.Perkembangan globalisasi tidak bisa dihindari, ini merubah cara kita berkomunikasi, dengan smartphone sebagai bukti. Smartphone dapat menunjang kegiatan perkuliahan saat ini karena mempermudah akses informasi setiap saat. Pengguna smartphone di Indonesia tiap tahun mengalami pelonjakan, namun tidak dirasakan Asus, mereka mengalami penurunan, hal ini tidak sejalan dengan meningkatnya pembelian konsumen terhadap smartphone, meskipun kualitas produk yang ditawarkan serta citra merek yang baik kepada konsumen sudah dilakukan oleh Asus untuk menarik minat beli konsumen agar melakukan pembelian. Penelitian ini dilakukan guna meneliti pengaruh kualitas produk dan citra merek terhadap keputusan pembelian smartphone asus melalui minat beli sebagai variabel intervening (studi pada mahasiswa universitas diponegoro). Penelitian ini menggunakan metode kuantitatif dan pendekatan non-probability sampling, sampel yang terkumpul sebanyak 100 dengan cara purposive sampling, menggunakan kuesioner yang sesuai kriteria seperti Mahasiswa S1 Universitas Diponegoro, yang mengisi kuesioner. Teknik analisis menggunakan uji validitas, uji reliabilitas, regresi linier sederhana dan berganda, koefisien korelasi, uji determinasi, uji t, regresi dua tahap, dan uji sobel dengan memanfaatkan SPSS dan Quantpsy. Hasil menunjukkan variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel kualitas produk berpengaruh positif dan signifikan terhadap minat beli. Variabel citra merek berpengaruh positif dan signifikan terhadap minat beli. Variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian melalui minat beli. Variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian melalui minat beli.]]>
