PENGARUH ATRIBUT PRODUK, KEPERCAYAAN MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SONY DI KOTA PADANG

Abstract

ABSTRACT
This study aims to determine the effect of product attributes, beliefs and lifestyle brands on product purchasing decisions sony smartphone in Padang. The sample in this study is that consumers who use smartphones Sony products in Padang totaling one hundred thirty eight people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual. The results of this study found that the product attributes significant positive effect on product purchasing decisions. Brand trust significant positive effect on product purchasing decisions Smartphone Sony in Padang. Lifestyle does not significantly influence the purchasing decision.
Keywords: Purchase Decision, Product Attributes, Brand Trust, Lifestyle