Pengaruh Atribut Produk, Merek dan Kemasan terhadap Keputusan Pembelian Citra Hand and Body Lotion di Surakarta

The research aims to analyze the product attributes, brand and packaging to purchasing decision. This research is a quantitative research. The sample of this research is student who studies in Surakarta as much as 100 respondents with sampling technique Accidental Sampling. Methods of data collection using questionnaires. Data analysis technique using multiple regression analysis. The results of study partially indicate that the variable product quality, product design, product features, brands, and packaging influence purchasing decisions Citra Hand and Body Lotion in Surakarta. For future research, it is necessary to add other independent variables, for example: Price, Distribution, Product Completeness, Promotion