Penelitian dengan judul implementasi atribut produk terhadap keputusan pembelian Sepeda Motor Honda Beat di ambulu ( studi kasus di UD Jaya Abadi Motor ambulu) bertujuan untuk mengetahui pengaruh atribut produk (harga, merk, kualitas, dan varian produk) terhadap keputusan pembelian honda beat secara simultan, serta mengetahui pengaruh atribut produk (harga, merk, kualitas, dan varian produk) terhadap keputusan pembelian honda beat secara parsial. Data yang digunakan dalam penelitian ini berupa data primer yang diperoleh melalui penyebaran kuisioner kepada responden, yaitu konsumen UD Jaya Abadi motor ambulu) . Adapun teknis pengambilan sampel yang digunakan adalah metode populasi (sensus). Untuk analisis data, penulis menggunakan analisis regresi linier berganda. Berdasarkan hasil pengujian hipotesis dapat dinyatakan bahwa atribut produk yang terdiri dari: harga, merk, kualitas, dan varian produk berpengaruh secara simultan terhadap keputusan pembelian Sepeda Motor Honda Beat. Dan atribut produk yang terdiri dari: harga, merk, kualitas, dan varian produk berpengaruh secara parsial terhadap keputusan pembelian Sepeda Motor Honda Beat .

Research with litlle the implementation of product attributes of purchasing decisions in the honda beat motorcycle ambulu (case study on UD Jaya Abadi Motor ambulu) aims to determine the effect of product attributes (price, brand, quality, and product variants) against the decision honda beat simultaneous purchase, as well as determine the effect of product attributes (price, brand, quality, and product variants) on purchase decisions honda beat partially. The technical sampling method used is the population (census). For data analysis, the authors used multiple linear regression analysis. Based on the results of testing the hypothesis can be stated that the attributes of a product consisting of price, brand, quality, and product variants simultaneously to influence purchasing decisions Honda Beat motorcyle. And, the attributes of a product consisting of price, brand, quality, and product variant partial effect on purchasing decisions Honda beat motorcyle. This study used primary data obtained through questionnaires to the respondents, which is a costumer UD Jaya Abadi Motor) The technical sampling method used is the population (census). For data analysis, the authors used multiple linear regression analysis. Based on the results of testing the hypothesis can be stated that the attributes of a product consisting of price, brand, quality, and product variants simultaneously to influence purchasing decisions Honda Beat motorcyle. And, the attributes of a product consisting of price, brand, quality, and product variant partial effect on purchasing decisions Honda Beat motorcyle.

http://digilib.unmuhjember.ac.id/gdl.php?mod=browse&op=read&id=umj-1x-dewihardiy-2276