PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Mahasiswa Program Studi Administrasi Bisnis Angkatan 2010/2011 Dan 2011/2012 Fakultas Ilmu Administrasi Universitas Brawijaya Yang Membeli Produk Plastik Tupperware)

Abstract

This study aims to determine the influence of Attributes Product on the Purchase Decision. Independent variable used in this study is Price, Quality, Design, and Warranty, while the dependent variable in this study arepurchasing Decisions. Quantitative approach with survey method is used in this study. This study is included to explanatory research. The samples in this study were 90 respondens on students Programs Study of Business Administration force 2010/2011 and 2011/2012 Faculty of Science Administration Brawijaya University who bought Tupperware plastic products. The data was collected by giving questionnairs to respondents and also doing interview. Data analysis that used in this study was descriptive analysis and multiple linear regression by doing F test and t-test. It purposed to examine and explain overall influence or partial influence between the variabels