PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN TEPUNG TERIGU MEREK SEGITIGA BIRU DI KOTA SURAKARTA

Abstract

The aim of this study was to analyze the effect of product attributes on purchasing decisions of Blue Triangle Wheat Flour in Surakarta City. The basic method of this research is a comparative causal method with a quantitative approach. The research location is determined purposively or intentionally. The sampling technique used in this study is non-probability sampling. The sampling method in this study was accidental sampling. The number of samples in this research were 130 respondents who with the criteria of having a minimum age of 17 years and had purchased the Blue Triangle Brand Wheat Flour product in Surakarta at least twice. The data analysis method in this study is multiple linear regression analysis. The research data was processed using the help of IBM SPSS statistics 22 software. The results of this study indicate that the variables of product quality, price, and brand together have a significant influence on purchasing decisions of Blue Triangle Wheat Flour in Surakarta. Individually the price and brand variables have a positive and significant effect on purchasing decisions of Blue Triangle Brand Wheat Flour in Surakarta, while product quality variables individually do not have a significant effect. The most influential variable is the price variable.