TA DIGITAL
Analisis pengaruh atribut produk terhadap keputusan pembelian minuman merek Fanta bagi warga Kelurahan Banyumanik
The expected goal of this research is to find out is there any influence among the attributes of a product consisting of brands, flavors, packaging and labeling of the buying decision, and of the attributes of a product consisting of a sense of what the packaging and label the most dominant influence on purchase decisions drinks brand Fanta, it will spur the company to continue to develop products that keep consumers enjoy and compete with other products on the market.
The method of collecting data used in this final project is questionarie. The data obtained from consumers and then processed using multiple linear regression analysis.
The results of the analysis using multiple linear regression equation obtained as follows: Y = -0.013 + 0.213X1 + 0.388X2 + 0.366X3 + 0.381X4 where the attributes of products consisting of brands, flavors, packaging and labels simultaneously or collectively affect the purchase decision. However for the brand Fanta partially or do not have a significant influence on purchase decisions. flavors is the most dominant variable for sales decision
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