PENGARUH REPUTASI MEREK, ATRIBUT PRODUK, DAN NILAI YANG DIRASAKAN TERHADAP PROSES KEPUTUSAN PEMBELIAN DELIWAFA STORE MALANG

This research aims to determine the influence of brand reputation, productattributes and customer value on purchasing decisions process at the Deliwafa Malang store. The research sample was 396 respondents, management students at Muhammadiyah University in Malang who had purchased Deliwafa Malang products. The technique used is non-probability sampling and the sample return technique is purposive sampling. The analysis tool used is SPSS v.22 software. The data analysis technique uses multiple linear regression analysis. From the test results it can be concluded that: a) Brand reputation has a positive and significant effect on the concept of purchasing decisions. b) Product attributes have a positive and significant effect on the purchasing decision concept. c) Perceived value has a positive and significant effect on the concept of purchasing decisions. d) Perceived value has a dominant influence on the purchasing decision concept. In the future, it is hoped that we will develop strategies and programs that can improve and maintain the reputation of the Deliwafa Store Malang brand, be able to develop products continuously to improve or add product attributes that are considered positive by consumers. Innovation in product design, quality and features, improving and expanding customer service programs to provide customers with a positive experience.