PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK SONY VAIO DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of product attributes and price
on purchasing decision Sony Vaio laptops in Padang City. The population in this study were
all consumer who had used and buying Sony Vaio laptops in Padang City. The sampling
technique used was accidental sampling, while the number of samples used for the analysis
was 120 consumer. Technique data analysis used for testing hypotheses is multiple linear
regression. The results found that the product attributes and price on purchasing decision.
Brand has a dominant influence on on purchasing decision Sony Vaio laptops in Padang
City, followed by the price, and packaging, service, assurance does not affect the purchasing
decision Sony Vaio laptops in Padang City, the influence of product attributes and price on
purchasing decision Sony Vaio laptops in Padang City is 56%%, while the remaining 44% is
influenced by other variables that are not included in the scope of this study. This research
provides practical recommendations for the management of Sony Vaio laptop will continue to
work to improve the implementation of brand and price dating in the future.
Keywords : Brand, packaging, service, assurance, price and purchasing decision.