Pengaruh Atribut Produk, Promosi Dan Citra Merek Terhadap Keputusan Pembelian Laptop Lenovo (Studi Kasus Maxindo Padang)

Abstract

ABSTRAK
This study aimed to analyze effect of product attributes, promotion, and brand image toward purchasing decisions lenovo’s laptop (a case study in Maxindo Padang). The research data obtained from the questionnaire (primary). The findings in this study indicate that the three independent variables studied had significant value. partial test (t test) showed that the product attributes variable have a significant influence on purchasing decisions. Promotions variable have a significant influence on purchasing decisions, and the brand image variable have significantly influence purchasing decisions. With 36.5 % purchase decision variable can be explained by the independent variable while the remaining 73.5 % is explained by other variables outside of this study.
Keywords: Product Attributes, Promotion, Brand Image, Purchase Decision