ANALYSIS INFLUENCES OF BLACKBERRY PRODUCT ATTRIBUTES TO CONSUMER PURCHASE DECISION (A CASE STUDY AT SENTRA GROSIR CIKARANG)

Abstract

This research was carried out to see and determine the effect of product quality on consumer purchase decision in the Sentra Grosir Cikarang, there are several factors that can be considered by consumers in assessing a product provided by the company, Kotler & Armstrong (2006) identified three dimensions of product attributes is Product Quality, Product Feature, and Product Style & Design. Based on the results of the analysis has been done about the effects of product attributes (product quality, product feature and product style & design) to consumer purchase decision in Sentra Grosir Cikarang, it can be concluded that based on the analysis of the resulting multiple regression equation is Y = 0.307 X2 + 0.367 X3. If the variable product quality, product feature, and product style and design is equal to zero, then the value of consumer purchase decision 3.846. If the product attributes changed 100% so the variable product quality would increase by 0.047points. Likewise for variable product feature that is equal to 0.307 points and variable product style and design is equal to 0.367 points. Then based on Simultaneous Test (Test F) Anova test can be known value of Fcount 22.518, with the significances value 0.000 (p value). With level of significances 95% (0.05). P value is 0.000 < 0.05, so Ho rejected and Ha accepted. That means the variable product quality, product feature and product style and design influence consumer purchase decision. And based on the Partial Test (t-Test) test results of the regression coefficient tcount obtained from t-count product quality (X1) of 0.601 > 0.05, product features (X2) 0.013 < 0.05, and product style and design (X3) 0.002 > 0.05. Thus the variable product features and product style & design variables significantly influence consumer purchase decision. This means that each additional 1 variable will be followed by the rising product attributes. Based coefficient of determination test (R2) value is 0.421, this shows that 42.1% consumer purchase decision can be explained by the variable product quality, product feature, and product style and design. The remaining 57.9% is caused by the influence of other variables that are not included in the model.