ANALISIS PERAN ATRIBUT PRODUK DALAM KEPUTUSAN PEMBELIAN BAKERY DI RAYU BAKERY & PASTA

Abstract

Product attributes are important components that can stimulate consumers to make purchasing decisions. The purpose of this study is to analyze partially and simultaneously the effect of packaging, price and quality on purchasing decisions for bakery products (pastries and bread) at Rayu Bakery & Pasta. The independent variables in this study include packaging (X1), price (X2) and quality (X3) and the dependent variable is purchasing decisions.

The type of research used in this study was quantitative with a survey method in which the authors distributed questionnaires to a sample of 72 respondents who were consumers of Rayu Bakery & Pasta. Sampling using non-probability sampling with purposive sampling technique. The data analysis technique used in this study is multiple linear regression analysis.

The results showed that price and quality had a partially significant effect on purchasing decisions, while the packaging variable had no partial significant effect on purchasing decisions. In addition, packaging, price and quality have a positive and significant impact simultaneously on purchasing decisions.