Influence Attributes Products on Consumer Purchasing Decision of ShiFoo

Abstract

Food businesses in Indonesia, especially in the segment of packaged food and soft drinks have progressed very rapidly. The attributes of a product plays an important role in deciding a consumers’ purchasing decisions. Studies in the influence of attributes of a product in consumers’ purchasing decisions will be reflected through ShiFoo, a business that specializes in food products such as frozen food and ready to eat food. . The purpose of this study is to determine the effect of attributes product on consumer purchasing decision of ShiFoo. Attributes products used are brand, labels, packaging, and complementary services. The sample used was ShiFoo’s repetition consumer from April to September 2015. The data collection technique used was a questionnaire. Factor analysis is used as a means of data analysis in this study. The data obtained were analyzed using validity and reliability test, multiple linear regression analysis, the correlation coefficient and the coefficient of determination, the classic assumption test, and hypothesis testing.