PENGARUH ATRIBUT PRODUK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Air Minum Dalam Kemasan “Milagros” di Kota Malang)

The purpose of the study was to examine the influence of product attribute and brand credibility towards purchasing decision and to analyze the dominant variable that influenced brand credibility. The data were analyzed by using logistic regression analysis and SPSS 15.00 software. The results of the study showed that products attribute and brand credibility significantly influenced purchase decision. Moreover, the dominant variable that influenced purchase decision was brand credibility with 0.275 instead of products attribute with 0.209