Pengaruh Atribut Produk Terhadap Psikologis Konsumen Yang Berdampak Terhadap Keputusan Pembelian (Studi Pada Konsumen Kopi Kapal Api Jl. Jaksa Agung Suprapto Gang 1 Rw.02 Kelurahan Samaan Kecamatan Klojen Kota Malang Provinsi Jawa Timur)

Abstract

The purpose of this study was to determine and explain the influence of product attributes consisting of a variable price, Quality Products, Brands, Packaging and Labels on Psychological Consumers, and Purchase Decision coffee products Ship Fire. Explanatory research into a kind of research used in this study with a quantitative approach. Studies carried out on the consumer Kapal Api coffee in RW 02 with a total sample of 116 respondents. Purposive sampling technique is used as a sampling technique provided that the consumer is more than twice the purchase and consume Kapal Api coffee at RW 02 Kelurahan Samaan Malang City. The questionnaire used as an instrument of research and subsequent data analysis by descriptive and path analysis. The results showed that the variables Price, Quality Products, Brands, Packaging, Label has a direct and significant effect on consumer Psychological. Consumer Psychological variables having an immediate and significant effect on the purchase decision. Variable Price, Quality Products, Brands, Packaging, Label has a direct and significant influence on the purchase decision. Kapal Api coffee company is expected to maintain and improve the existing product attributes and continue to innovate in producing quality coffee and coffee remains the preferred community