PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA LAPTOP MEREK AXIOO DI KOTA PADANG

Abstract

This study aimed to determine the effect of product attributes on consumer purchasing decisions on axioo Laptop Brand in Padang. The sample in this study is the brand Toshiba Laptop users who live around the city of Padang, which amounted to 100 orang.Teknik sampling was accidental sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using the T-test statistical test to prove the effect of the independent variable on the dependent variable partially or individual. The results of this study found that the brand and the service is not positive and significant impact on purchasing decisions while packaging and guarantees a positive and significant effect on consumer purchasing decisions on brand axioo laptop in the city of Padang.
Keywords: brand, packaging, service, warranty, purchasing decisions