Penelitian ini bertujuan menguji pengaruh atribut produk merek, kemasan, jaminan dan pelayanan) terhadap keputusan pembelian merek Sony. untuk mengetahui variabel manakah yang paling dominan mempengaruhi keputusan konsumen membeli produk merek Sony. Hasil analisis deskriptif menunjukkan bahwa kondisi penilaian responden terhadap variabel-variabel penelitian ini secara umum sudah baik. Dari hal tersebut selanjutnya diperoleh bahwa 4 variabel independen yaitu merek , kemasan , jaminan dan pelayanan memiliki pengaruh yang berbeda terhadap variabel dependen yaitu keputusan pembelian. Variabel merek, kemasan dan pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan variabel jaminan berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian.

Am to research test the effect of product attributes (brand, packaging, warranty, and service) against the purchase decision of the sony brand. to find out which is the most dominant variabel influenced the decisions of the consumers buying the sony brand products. The results of the descriptive analysis showed that the condition of the respondent’s assessment against the variables this research has generally been good. And it is further obtained that 4 independent variables brand, packaging, warranty and service have different influence to dependent variable that is purchasing decision.brand, packaging and service variables have a positive and significant impact on purchasing decisions, while the guarantee variable has a negative and insignificant effect on the purchasing decision.