Currently business competition furniture (furniture) lately relatively tight,
so that each manufacturer must be able to provide the best quality products, so
that consumers are satisfied, so that consumers willing to recommend to others to
buy the production company. Purchasing decisions is the selection of two or more
alternative choice of consumers in the purchase. If consumers have a choice
between making a purchase and do not make a purchase or option to use the time,
the consumer is in a position to take a decision.
CV. Munawir FURNITURE, Jl. Raya Seokarno Hatta, Km 0,5, Tahunan,
Jepara is a company engaged in the field of furniture. The company focuses on
furniture made from jati wood purely to maintain the quality of furniture.
Furniture produced by CV. Munawir is classified in premium class furniture and
minimalist classical style. Nevertheless, the existence of competition from several
companies similar impact on sales decreased from year to year. Based on the
data, the average selling furniture CV. FURNITURE munawir Jepara decreased
by 16,57 %. The decline was caused by various factors, such as product quality,
design and features. The purpose of this study was to analyze the effect of product
quality, design and features of the furniture purchase decisions .
The population in this study is that consumers who buy furniture on the
CV. Munawir FURNITURE, Jl. Raya Seokarno Hatta, Km 0,5, Tahunan, Jepara.
The sample in this study was 100 consumers. The sampling technique in this study
was done by using purposive sampling. Is the primary data type. Methods of data
collection using the questionnaire. The analysis technique used is multiple
regression .
Results of analysis using SPSS showed that : Product quality proved
positive and significant impact on purchase decision. Features proved positive
and significant impact on purchase decision. Design proved positive and
significant impact on purchase decision
