Pengaruh Preferensi Konsumen dan Persepsi Harga terhadap Keputusan Pembelian Produk Innova Zenix Hybrid Electric Vehicle (Hev) Toyota di Auto 2000 Medan Pancing

Abstract

The purpose of this study was to analyze the effect of price perception consumer preferences on purchasing decisions for Toyota Innova Zenix Hybrid Electric Vehicle (HEV) Products at Auto 2000 Medan Pancing. This type of research is quantitative. The population in this study were consumers who purchased Toyota Innova Zenix Hybrid Electric Vehicle (HEV) products at Auto 2000 Medan Pancing during January to September 2024, namely 134 people. In this study, the sample was taken using the Slovin formula, and using random sampling techniques So, the total number of respondents in this study was rounded up to 100 consumers who purchased Toyota Innova Zenix Hybrid Electric Vehicle (HEV) Products at Auto 2000 Medan Pancing. Data collection techniques in this study were observation, documentation and questionnaire distribution. Data analysis techniques use validity, reliability and classical assumption tests. The data analysis method uses multiple linear regression with the help of the SPSS program. The results of this study state that consumer preferences and price perceptions together have a positive and significant effect on purchasing decisions for Toyota Innova Zenix Hybrid Electric Vehicle (HEV) Products at Auto 2000 Medan Pancing