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This thesis analyzes the influence of product attributes on purchasing decisions of Suzuki Smash motorcycles in Semarang. It examines attributes of price, brand, quality, and characteristics/features. Data was collected through questionnaires with 100 respondents and analyzed quantitatively and qualitatively. Hypothesis testing found the four attributes significantly influenced purchasing decisions. Brand had the strongest influence, followed by price, quality, and characteristics/features. The study aims t

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