Pengaruh Atribut Produk Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Low Cost Green Car Astra Daihatsu Ayla Di PT. Jolo Abadi, Malang)

This research aims to determine the effect of price, feature, design, quality, and style simultaneously and partially on consumer's purchase decision. The type of research was explanatory research with quantitative approach. The participants of the research are the consumers who bought Ayla car in PT. Jolo Abadi, Malang, with a total sample of 116 respondents by using simple random sampling. Questionnaires used for collecting the data. Data analysis that used in this study is multiple linear regression. The results of this study showed that the product attribute variables of Low Cost Green Car (LCGC) Astra Daihatsu Ayla consisting of price, feature, design, quality, and style overall have the significant effect on purchase decision. The result of t-test showed that product attribute variables of Low Cost Green Car (LCGC) Astra Daihatsu Ayla has the significant effect on purchase decision partially. Thus, the company should be able to inform the products better on price, features, design, quality, and style especially for Low Cost Green Car (LCGC) Astra Daihatsu Ayla product through the salesmen, so that they are more proficient in marketing their product