Abstrak. Tujuan penelitian ini adalah untuk mengetahui pengaruh Product Price, Individual Personality Differences, Environmental Friendliness terhadap Keputusan Pembelian Minuman Isotonik merek Isoplus. Populasi yang digunakan pada riset ini ialah para pelari yang berlatih di GOR Soemantri. Pengambilan sampel pada riset ini dilakukan menggunakan kuesioner dengan menggunakan metode probability sampling. Sampel dalam penelitian ini menggunakan teori Hair et al. (2008), yang merekomendasikan sampel untuk diambil pada penelitian ini berdasarkan jumlah item pernyataan dikalikan 5-10 yaitu 29 x5 = 145 maka dibulatkan menjadi 150 responden. Metode analisis data yang digunakan pada penelitian ini yaitu SEM (Structural Equation Model) dengan menggunakan Lisrel. Hasil penelitian menunjukkan bahwa Product Price berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen, sedangkan Individual Personality Difference dan Environmental Friendliness tidak berpengaruh signifikan terhadap Keputusan Pembelian Konsumen.Abstract. The purpose of this study was to determine the effect of Product Price, Individual Personality Differences on Environmental Friendliness of Isotonik Drink "Isoplus". The population used in this research are runners who practice at GOR Soemantri. Sampling method in this research was conducted by questionnaire and by used probability sampling method. The sample in this study used the theory of Hair et al. (2008), who recommend samples to be taken in this research based on the number of items of statements multiplied by 5-10, namely 29 x5 = 145, then rounded up to 150 respondents. Data analysis method used in this study is SEM (Structural Equation Model) using Lisrel. The results showed that Product Price had a positive and significant effect on Consumer Purchase Decisions, whereas Individual Personality Difference and Environmental Friendliness had no significant effect on Consumer Purchase Decisions.
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