Pengaruh Atribut Produk terhadap Minat Beli Konsumen (Studi Kasus pada Produk Jaket ”Osaze” di Purwokerto)
Daftar Isi:
- In the business world, many people use a variety of product attributes in order to market products which they marketed. By using product attributes, it can affected consumer buying interest. This study discusses how the influence of product attributes that done by CV SETIA BUDI JAYA in marketing their products which branded Osaze to consumer buying interest in Purwokerto. The influence of product attributes can be evaluated from several variables that consists of price, brand, packaging, quality, and size. The research was conducted by using descriptive methods, using purposive sampling technique, which researchers take based on specific criteria, by distributing questionnaires to 120 respondents in which respondents are consumers in Purwokerto who have ever bought or seen the Osaze’s jacket. The selection of respondents was performed by using multiple linear regression methods and the output data were analyzed quantitatively using SPSS 11.5. The influence of product attributes to consumer interest in purchasing Osaze’s jacket is 77.40%, where the value is large enough on effecting consumer buying interest in the product Osaze’s jacket. While the remaining 22.60% are influenced by other factors. Authors make suggestions for the company can continue to create update product attribute Osaze’s jacket in order to make increasing consumers can easily remember the Osaze’s jacket products and may affect consumers interested in buying the product.