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This research aims to analyze and discuss the influence of brand extension, product quality and after-sales service on Asus smartphone purchase decision. The sampling technique use a judgmental sampling method. The target of population are college students in Southern Surabaya using smartphones Asus and know that Asus has done an extension of the brand Asus laptops and notebooks to smartphones and 220 students ware used as the samples. This research instrument used by questionnaire. Measured data use Likert scale. Analysis data using multiple linear regression model. The result shows that coefficient of determination (adjusted R square) was 50,9% and the rest were affected by other variabelities which were not mentioned in this research. The T-test shows that brand extension and product quality affected the purchase decision, and after-sales service did not affected the purchase decision.  ABSTRAKSIPenelitian ini bertujuan untuk menganalisis dan membahas pengaruh brand extension, kualitas produk, dan layanan purna jual terhadap keputusan pembelian Asus smartphone.Teknik pengambilan sampel menggunakan metode judgmental sampling. Target populasi adalah mahasiswa perguruan tinggi di wilayah Surabaya Selatan yang menggunakan Asus smartphone dan mengetahui bahwa Asus melakukan perluasan merek dari laptop dan notebook ke produk smartphone dan 220 mahasiswa digunakan sebagai sampel. Instrumen penelitian ini menggunakan angket.Pengukuran data menggunakan skala Likert.Analisis data menggunakan model regresi linear berganda. Hasil penelitian menunjukkan bahwa nilai koefisien determinasi (adjusted R square) sebesar 50,9% da sisanya dipengaruhi oleh variabel lain yang tidak disebutkan dalam penelitian. T-test mnunjukkan bahwa brand extension dan kualitas produk memiliki pngaruh dalam keputusan pembelian, dan layanan purna jual tidak memiliki pngaruh terhadap keputusan pembelian.

PENGARUH BRAND EXTENSION, KUALITAS PRODUK, DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN ASUS SMARTPHONE