PENGARUH ATRIBUT PRODUK YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PADA PACKYBAGVINTAGE DI SURABAYA

Abstract

This research aims to analyze the product attributes that influenced the purchase decisions in the household industry "PackybagVintage" souvenir products. The sampling technique of this research using purposive sampling method with the number of samples of 50 respondents. The analytical method that used is multiple linear regression analysis with using SPSS (Statistical Product and Service Solutions) version 24. Data source in the research is obtained through online questionnaire distributed to consumer "PackybagVintage". The type of data in this research is the primary data. The result of hypothesis test shows that product attribute variable consisting of product quality has significant influence to purchase decision. Then, product feature variables have a significant influence on purchasing decisions, and product design variables also have a significant influence on purchasing decisions. Meanwhile, product packaging variable has positive influence not significant to purchasing decision. Results of multiple determination coefficient (R2) in this study amounted to 0.691 or 69.1%.
Keywords: packaging, product design, product features, product quality and purchasing decisions.