Analisis Pengaruh Pengetahuan Konsumen Dan Sikap Konsumen Terhadap Keputusan Pembelian Produk Sony Ericsson C901 Greenheart

This study was conducted to analyze the effect of consumer knowledge and attitudes of consumers on consumer purchasing decisions of products Sony Ericsson C901 GreenHeart. The research is a survey. The sample in this study amounted to 100 people, where respondents are customers who have purchased the product Sony Ericsson GreenHeart CC901. The sampling technique used was purposive sampling technique. The process of data analysis used in this study using SPSS version 18. The data analysis technique used is the classic assumption test, regression linerar, validity test, reliability test, descriptive analysis of the average score per variables and multiple linear regression. Results of the test showed the validity of all the data is valid, reliability testing shows all the variables reliable. The test results indicate that consumer knowledge variable (X1), consumer attitudes (X2), has an influence on purchasing decisions of products Sony Ericsson C901 GreenHeart.