Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Honda Brio (Studi Kasus Honda IDK 2 Sei Batang Hari)

Abstract

The development of the automotive industry today is so fast in line with technological progress and a high level of competition among automotive companies in creating a product that can influence consumer purchasing decisions. On the other hand sales of Honda Brio increased sales by the end of 2015 caused product of Honda is certainly very frugal and economical in terms of fuel. Clearly this is one keungtungan for consumers The decision to purchase a product is influenced by consumer behavior, for it to make a sale should be considered terersebut, in this study the variables used is a variable price, product quality, advertising and trust. It can be the basis in order to increase sales. The type of research is quantitative research methods. The data used are primary data and secondary data. This study uses research data to the 84 buyers that serve as the respondent and the determination of the hypotheses are statements about 5 temporary variables. Processing of data analysis using statistical data processing software SPSS 20 for windows. The results showed the price factor, the quality of products, advertising and beliefs influence at 53.8% of the purchasing decisions of Honda cars in Honda IDK2 Sei Batang. The quality factor products provide the most dominant influence on purchasing decisions Honda at Honda IDK2 Sei Batanghari. This shows the quality of the product better be an important factor to be considered in buying a car.