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Research Paper | Financial Engineering | Indonesia | Volume 3 Issue 4, April 2014

The Effects of Product Attributes and Pricing Policy to Netbook Purchase Decision: (Case Study of Universitas Widyatama Students)

Taufik Rachim ^[2] | Iwan Setiawan ^[2]

Abstract: The high competitive situation on netbook industrys marketing activity, making all of the companies who involve on this industry are on the effort to make user friendly product. Based on the conceptual theory that netbook is a product that came from speciality good, which is the buying process, requires more effort and involvement than convenniences. This research aim is to analyze the effect of product attribute performance and price policy to customer buying decision on netbook product. Research methodology that used on this research is descriptive method, by observation, interview and questionnaire as the data collecting technique. The result of this research shows that the product attributes netbooks tend to has been done well. This is evident from the respondents to 4 ( four) indicators include quality / product quality, product characteristics, product design, and the benefits of a product that puts both categories. Policy pricing measured either. This was seen in the percentage of each indicator in the pricing policy, which includes product competitiveness, rebates, and ease of payment method. Although the need to focus on indicators of competitiveness of products in the aspects of the sale price back above the netbook. The test results of the analysis of the performance of the product attributes affect purchase decisions because T hitung 3.936 > TTable at 1, 657. Product pricing policies influence the purchasing decisions of T hitung 6.687 > Ttable1, 657. While the simultaneous performance of product attributes and product pricing policies influence the purchase decision shows the Fhitung 23.138 is greater than F table 3.07 is significant because it shows the influence of sig F 0, 00 < 0.05.

Keywords: product attribute, pricing policy, buying decision, and netbook product

Edition: Volume 3 Issue 4, April 2014,

Pages: 522 - 527

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