Harga dan Atribut Produk Serta Pengaruhnya terhadap Minat Beli

Arif Rachman Putra; Mila Hariani

Authors

Arif Rachman Putra STIE Mahardhika Surabaya
Mila Hariani Universitas Sunan Giri Surabaya

Keywords:

purchase intention, price, product attributes, consumer behavior

Abstract

Purchase intention is a reflection of consumer actions to plan purchases of certain products or brands in the future. Marketing strategies can be focused on pricing strategies and offering attractive product attributes to open up opportunities to increase consumer buying interest. This study aims to analyze and determine the effect of price variables and product attributes on consumer purchase intention. This quantitative study took 100 respondents. Respondents were 100 students who were interested in buying a laptop because of the demands to support the lecture process during the Covid-19 pandemic. The sampling technique was purposive sampling method. Questionnaires were distributed to respondents through WhatsApp media. The analysis tool is multiple linear regression analysis. Based on the results of the study, it was found that price and product attributes had a significant partial and simultaneous effect on purchase intention. The price variable is the dominant influence on purchase intention.

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