PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOPHIE PARIS DI KOTA PADANG

Abstract

This study aims to determine the influence of attributes product on the purchase decision. Independen variable used in this study is product quality, design, brand, and warranty, while the dependent variable in this study are purchasing decisions. Collection is done by distributing question naires to consumers who buy oruse the product Sophie Paris in town Padang. The total sample of 100 respondents. Method of determination of the sample by purposive sampling. At the stage of data analysis performed descriptive analysis, frequency distribution and average, the classical assumption test, multiple linear regression analysis, f test, t test. The results showed that the variable quality of the product, design, brand and warranty positive and significant impacton purchasing decisions Sophie Paris.Design have the most dominant effect of the purchase decision, then the quality of the product influential brand of and the warranty had the smallest effect of the purchase decision.
Keywords: Attributes Product, Product Quality, Design , Brand, And Warranty, Purchase Decision.