Pengaruh Harga, Merk, Dan Fitur Terhadap Keputusan Pembelian Mobil Wuling Type Confero PT. Maju Global Motors di Kota Jambi

MELA RAHMA SARI, 1800861201231 (2022) Pengaruh Harga, Merk, Dan Fitur Terhadap Keputusan Pembelian Mobil Wuling Type Confero PT. Maju Global Motors di Kota Jambi. skripsi thesis, Universitas Batanghari Jambi.

Text (Pengaruh Harga, Merk, Dan Fitur Terhadap Keputusan Pembelian Mobil Wuling Type Confero PT. Maju Global Motors di Kota Jambi) MELA RAHMA SARI 1800861201231.pdf - Published Version Download (2MB)

Abstract

ABSTRACT MELA RAHMA SARI /1800861201231/ Faculty of Economics, University of Batanghari Jambi / The Effect of Price, Brand, and Features on the Purchase Decision of Wuling Type Confero PT. Maju Global Motors in Jambi City /Advisor 1st Sakinah AS, SE., MM./ Advisor 2nd Riko Mappadeceng, SE, MM. The reason researchers examined the decision to buy Wuling Cars is because the price of Wuling Type Confero cars in Jambi City is cheaper than competitors of other similar brands, the loyal level of the people of Jambi City in buying Wuling brand cars is still low compared to Toyota and Honda, fitur Wuling Type Confero cars are not cheap even though the price is cheaper than their competitors, and thesale of Wuling Type Confero cars in Jambi City is still experiencing fluctuations. The purpose of this study was to find out an overview of the price, brand, features, and purchasing decisions of Wuling Type Confero cars in Jambi City, toanalyze the influence of prices, brands, and features on purchasing decisions on Wuling Type Confero car consumers in Jambi City simultaneously or partially The analytical method used is quantitative data analysis method, namely the analysis used to test the relationship or influence of the independent variable (X) and the dependent variable (Y). The analytical tools in this study are Multiple Linear Regression Analysis, hypothesis testing and the coefficient of determination (R2). From the results of Multiple Linear Regression Analysis, it can be concluded that the regression equation Y = -0,027 + 0,088X1 + 0,779X2 + 0,154X3, meaning that the constant value is -0,027 if the lifestyle variable (X1, X2, X3) is 0 then the purchasing decision variable (Y) is -0,027. The conclusions are, 1) Consumer perception of Wuling car prices at PT. Maju Global Motors Jambi City is categorized as high with an average score of 297.9, the perception of the Wuling car brand at the PT Store. Maju Global Motors Jambi City zcategorized high with an average score of 299.4, the perception of Wuling car features at the PT Store. Maju Global Motors Jambi City is categorized as high with an average score of 275.3, while purchasing decisions are categorized as high with an average score of 299.9. 2) Price, brand, and features have a significant effect on Wuling's car purchase decision at PT. Maju Global Motors Jambi City simultaneously (together). 3) Partially, Price (X1), Brand (X2) and Features (X3) have a significant effect on Wuling's car Purchase Decision at the PT. Maju Global Motors Jambi City. Keyword: Price, Brand, and Features, and Purchase Decision.

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