Pengaruh Atribut Produk terhadap Keputusan Pembelian Konsumen Yan’s Keramik Dinoyo Malang

Abstract

This study aims to find the influence of product quality , product features , and product design to consumer purchasing decisions Yan 's ceramic Dinoyo in Malang. Sampling technique that used in this study was purposive sampling and obtained a sample of 40 respondents who are consumers of Yan 's ceramics . Data analysis was performed by using the classical assumption and hypothesis testing using multiple linear regression analysis.

The results of this study indicate that product quality variable and product features are not significantly influence to consumer purchase decisions . While the product design variable is the only variable that significantly influence the consumer purchase decisions.