PENGARUH ATRIBUT PRODUK, MOTIF HEDONIC DAN MOTIF UTILITARIAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is meant to find out the influence of product attribute, hedonic motive, and utilitarian
motive to the purchasing decision, also to find out between the product, hedonic motive and utilitarian
motive has dominant influence to the purchasing decision. The population of this research is all
customers who have ever purchased the product and used the service in Caffe Coffee Toffee Surabaya
which is located on jl. Klampis Jaya Sukolilo Surabaya. This research is a comparative causal research
and the data is the primary data. This research type is used subject data and documentary meanwhile
the sample collection technique has been done by using purposive sampling and the samples are 100
respondents. The analysis technique has been done by performing the multiple linear regressions. The
result of this research shows that the influence of product attribute, hedonic motive, and utilitarian
motive to the purchasing decision have positive and significant influence. Meanwhile, the hedonic
motive has the dominant influence to the purchasing decision. It shows that the entire hypothesis of
this research has been proven.

Keywords:Hedonic Motive, Purchasing Decision, Regressions