ANALISIS PENGARUH ATRIBUT PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA REGULAR MALAM PRESIDENT UNIVERSITY

Abstract

This study aims to find out the influence atributes products, Price and Brand Image. The subjects in this reaserch are students of customer iPhone in evening class in President University with 297 as sample size. The analysis technique used in this study is multiple linear regression. Based on the t test is known the discipline, social insurance, skills, education and training proved a significant effect on the labor productivity. Based on the table, the number of Adjusted R2(Adjusted R Square) is 0,518 or (51,8%), indicating that the percentage contribution of the effect of independent variables to the dependent variable 51,8%, while the balance of 48,2% influenced or explained by other variables not included in this reaserch model.