PENGARUH ATRIBUT PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK BERNARDI (Studi Kasus di Giant Arif Rahman Hakim Surabaya)

Abstract

This rescarch aimed to examine the effect of product attribute, brand image and price on buying decision of Bemardi product at GIANT, Arif Rahman Hakim Surabaya. While, the research was quantitative Moreover, the population was all consumers of Bernardi frozen food at GIANT, Arif Rahman Hakim Surabaya. Furthermore, the data collection technique used accidental sampling It meant, the sample was taken accidentally as the researcher met and considered properly as information source. In line with, there were 100 respondents as sample. Additionally, the data analysis technique used multiple lmear regression with SPSS (Statistical Product and Service Solution) 20. The research result concluded product attribute had significant effect on buying decision of Bernardi product. Likewise, brand image had significant effect on buying decision of Bernardi product. Similarly, price had significant effect on buying decision of Bernardi product at GIANT, Arif Rahman Hakim Surabaya. In brief product attribute was the dominant variable
Keywords: product attribute, brand image, price, buying decision