PENGARUH ATRIBUT PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to examine the effect of a product attribute, brand image, and price on the purchase decision at the poduct (service) internet and TV cable First Media Surabaya with quantitative research. Furthermore, the research population used all people who have understood the characteristics of the internet and TV cable service in Surabaya. Furthermore, the sample collection with random sampling metho and TV cable Surabaya. Meanwhile, the sampe collection of this research used random sampling method, i.e., taken at random from members of the population without paying attention to the strata(level) in the population members. The number research samples used 100 respondents. Moreover, this research’s data analysis metho used multiple linear regression analysis with the SPSS (Statistical Product and Service Solutions) instrument 20 version.
The result of this research showed that the product attribute had a significant effect on the purchase decision the brand image had a significant effect on the purchase decision, the price had a significant effect on the purchase decision, this research was dominate by brand image.
Keywords: Product attribute, brand image, price, purchase decision.