Pengaruh Harga, Atribut Produk Dan Brand Image Terhadap Keputusan Pembelian Air Mineral Merek Aqua Dengan Periklanan Sebagai Variabel Moderating (Studi pada Mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to analyze the effect of price, product attributes, and brand image on purchasing decisions of Aqua brand mineral water with advertising promotion media as a moderating variable. This type of research is a quantitative research, with a student population of Muhammadiyah University of Surakarta and a random sample of 100 students is taken. The sampling technique used was purposive sampling technique. Data collection techniques through the distribution of questionnaires. Based on data processing using the SPSS 25 application. The results of this study indicate that (1) price has no significant effect on purchasing decisions (2) product attributes have a positive and significant effect on decisions (3) brand image has a positive and significant effect on purchasing decisions (4) advertising moderates (strengthens) the relationship between price with purchasing decisions (5) advertising moderates (strengthens) the relationship between product attributes and purchasing decisions (6) advertising moderates (strengthens) brand image with purchasing decisions