Penelitian ini berjudul “Pengaruh Atribut Produk Terhadap Keputusan Pembelian Kosmetik Wardah (Studi Kasus Mahasiswi Fakultas Ekonomi Prodi Managemen Universitas Muhammadiyah Jember). Penelitian ini bertujuan untuk mengetahui seberapa jauh pengaruh atribut produk yang meliputi merek, kemasan, layanan pelengkap, garansi, dan label dapat mempengaruhi keputusan pembelian kosmetik wardah mahasiswi ekonomi managemen Universitas Muhammadiyah Jember. Sampel dalam penelitian ini menggunakan purposive sampling. Sampel yang diambil yaitu sebanyak 100 mahasiswi ekonomi managemen Universitas Muhammadiyah Jember yang menggunakan kosmetik wardah. Metode yang digunakan dalam penelitian ini adalah analisis regresi berganda. Analisis yang digunakan yaitu IBM SPSS For Window version 20. Hasil analisa penelitian menunjukan bahwa atribut produk yang meliputi merek, kemasan, layanan pelengkap, garansi, dan label berpengaruh signifikan terhadap keputusan pembelian.

The title of this research is “The influence of product attribute toward decision on purchasing Wardah cosmetic” (Case Study on the female economic student of management faculty at University of Muhammadiyah Jember). The objective of this research is to find out how far the influence of product attributes including branding, packaging, complementary service, guarantee and label can affect the purchase decisions cosmetic wardah of economic students at the University of Muhammadiyah Jember. The sample in this research used purposive sampling. The samples were taken 100 economic management students at University of Muhammadiyah Jember who used cosmetic Wardah. The method which was applied in this research was multiple regression analysis. The analysis used IBM SPSS for windows version 20. The result of this research shows that the product attribute that includes branding, packaging, complementary services, guarantee and label significantly influence purchasing decision.

http://digilib.unmuhjember.ac.id/gdl.php?mod=browse&op=read&id=umj-1x-nurulmegaw-4133