Penelitian ini membahas penurunan penjualan laptop Asus selama 2022–2024 di beberapa toko di Kabupaten Kuningan, seperti Rizal Komputer, ISP Computer, dan Zigma Komputer. Tujuannya menganalisis pengaruh kualitas produk, kepercayaan merek, dan pengalaman konsumen terhadap minat beli laptop Asus. Sampel terdiri dari 150 mahasiswa, dengan data dikumpulkan melalui kuesioner online dan dianalisis menggunakan SPSS 26. Hasil hipotesis yang diajukan menujukkan bahwa (1) Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli (2) Kepercayaan Merek berpengaruh positif dan signifikan terhadap Minat Beli. (3) Pengalaman Konsumen berpengaruh positif terhadap Minat Beli. (4) Kualitas Produk, Kepercayaan Merek dan Pengalaman Konsumen secara simultan berpengaruh positif terhadap Minat Beli. Penelitian ini menegaskan pentingnya peningkatan kualitas produk, penguatan kepercayaan merek, serta optimalisasi pengalaman konsumen sebagai strategi untuk meningkatkan minat beli.
Kata Kunci :Kualitas Produk, Kepercayaan Merek, Pengalaman Konsumen, Minat Beli.

This study investigated the drop in Asus laptop sales from 2022 to 2024 in several computer stores in Kuningan Regency, namely Rizal Komputer, ISP Computer, and Zigma Komputer. The objective was to examine the effects of product quality, brand trust, and consumer experience on purchase intention toward Asus laptops. A total of 150 university students participated as respondents, with data collected through an online questionnaire and analyzed using SPSS 26. The results revealed that product quality had a positive and significant effect on purchase intention, brand trust had a positive and significant effect on purchase intention, and consumer experience had a positive effect on purchase intention. Furthermore, product quality, brand trust, and consumer experience collectively demonstrated a positive influence on purchase intention. These findings highlight the importance of enhancing product quality, strengthening brand trust, and optimizing consumer experience as strategic efforts to increase consumer purchase intention.
Keywords : Product Quality, Brand Trust, Consumer Experience, Purchase Intention