PENGARUH INTERNATIONAL BRAND IMAGE DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Survei Terhadap Pengguna Produk Kosmetik Maybelline di Mahasiswi Universitas Brawijaya) - Dewi Marisa Sitompul (Fakultas Ilmu Administrasi Universitas Brawijaya, 2015)
The purpose of this research was to understand the effect of international brand image and product attribute toward purchase decision. This type of research used explanatory research., with a quantitative approach . The sample in this study amounts 102 people . Data were analyzed using multiple linear regression analysis. These results indicated that the international brand image and product attributes were together influence the purchase descision against Maybelline products. Exogenous variables used in this study was international brand image, product attributes and an endogenous variables in this study was purchase decision. The result of this study indicated that the coeficient of determination (R2) was 0,531. It meant that 53,1% variabel purchase decision were influenced by the independent variabel, namely international brand image and product attributes. These results indicated that the international brand image and product attributes were together influence the purchase descision. The other results pointed out that the international brand image and product attributes were partially influence on purchase decision. Maybelline is expected to maintain and improve service to the international brand image and product attributes because it has a dominant influence in influencing purchasing decisions, among which to increase the types of products both in terms of packaging and color choices of Maybelline products that will increase the purchase decision . Key Word : International Brand Image, Product Attribute, Purchase Decission Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh International Brand Image dan Atribut Produk terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory research, dengan pendekatan kuantitatif. Sampel pada penelitian ini berjumlah 102 orang. Teknik analisis data menggunakan analisis regresi linier berganda. Hasil penelitian menunjukan bahwa terdapat pengaruh signifikan dari variabel bebas (International Brand Image dan Atribut Produk) terhadap variabel terikat (Keputusan Pembelian) terhadap produk Maybelline. Variabel eksogen yang digunakan dalam penelitian ini adalah international brand image, atribut produk, sedangkan variabel endogen dalam penelitian ini yaitu keputusan pembelian . Hasil dari penelitian ini menunjukan bahwa koefisien determinasi (R2) sebesar 0,531. Artinya bahwa 53,1% variabel keputusan pembelian dipengaruhi oleh variabel bebasnya, yaitu international brand image dan atribut produk . Hasil penelitian ini menunjukan bahwa international brand image dan atribut produk secara bersama-sama berpengaruh terhadap keputusan pembelian. Hasil temuan lain menunjukan bahwa international brand image dan atribut produk berpengaruh secara parsial terhadap keputusan pembelian. Maybelline diharapkan dapat mempertahankan serta meningkatkan pelayanan terhadap international brand image dan atribut produk karena mempunyai pengaruh yang dominan dalam mempengaruhi keputusan pembelian, diantaranya yaitu dengan menambah jenis produk baik dari segi kemasan maupun pilihan warna dari produk Maybelline sehingga keputusan pembelian akan meningkat. Kata Kunci : International Brand Image , Atribut Produk, Keputusan Pembelian