PENGARUH CITRA MEREK, PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN DALAM MELAKUKAN PEMBELIAN MOBIL SUZUKI

Abstract

The growth of the purchasing power of each individual every year has developed quite rapidly, this is measured by the increasing purchasing power of the community. Especially in terms of means of transportation, one of which is the car. Consumer demand of cars is getting higher, so the competition of car companies is getting tighter in winning the hearts of consumers. The purpose of this research to determine the influence of brand image, product, price and promotion of consumer decisions in making purchases Suzuki cars. This research was conducted at PT. United Motors Center. Samples are taken by using the accidental sampling method which is a sampling technique based on consumers who by chance met with researchers at PT. United Motors Center. Data collection techniques using questionnaires distributed to consumers of PT. United Motors Center. Data analysis method used is quantitative method and statistical analysis using multiple linear regression analysis, model feasibility test using goodness of fit, coefficient of multiple determination and hypothesis test using t test. The results of this research indicates that brand image, price, and promotion have a positive and significant influence on Suzuki car purchase decision at PT. United Motors Center, while the product has a negative and significant influence on the purchase decision of Suzuki cars at PT. United Motors Center.
Keywords: The growth of the purchasing power of each individual every year has developed quite rapidly, this is measured by the increasing purchasing power of the community. Especially in terms of means of transportation, one of which is the car. Consumer demand of cars is getting higher, so the competition of car companies is getting tighter in winning the hearts of consumers. The purpose of this research to determine the influence of brand image, product, price and promotion of consumer decisions in making purchases Suzuki cars. This research was conducted at PT. United Motors Center. Samples are taken by using the accidental sampling method which is a sampling technique based on consumers who by chance met with researchers at PT. United Motors Center. Data collection techniques using questionnaires distributed to consumers of PT. United Motors Center. Data analysis method used is quantitative method and statistical analysis using multiple linear regression analysis, model feasibility test using goodness of fit, coefficient of multiple determination and hypothesis test using t test. The results of this research indicates that brand image, price, and promotion have a positive and significant influence on Suzuki car purchase decision at PT. United Motors Center, while the product has a negative and significant influence on the purchase decision of Suzuki cars at PT. United Motors Center.
Keywords: brand image, product, price, promotion and purchase decision