品牌产品、价格和品牌形象对购买二手车的决定的影响(眼镜蛇王汽车展厅案例研究)

Burhan Murdani
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引用次数: 0

摘要

本研究的目的是证明产品创新,价格和产品质量影响二手车购买决策的国王眼镜蛇汽车陈列室,东雅加达。本研究采用调查研究法,故本研究设计为定量描述性研究。本研究中提到的人口是展厅拥有的销售数据的人口在2022年6月至2023年3月期间的国王眼镜蛇汽车东雅加达。虽然样本是人口的重要组成部分,但条件是他们有经验并在东雅加达的眼镜蛇王汽车陈列室进行过交易,因此这种抽样技术包括有目的的抽样,共有50名受访者。在研究中是积极的,所以它使用李克特量表和分析技术在研究中使用SmartPLS使用外部模型和内部模型方法。结果表明,二手车产品创新对购买决策没有影响。另一方面,在本研究中,消费者在决定购买二手车时仍然会考虑二手车的价格和品牌形象。
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PENGARUH INOVASI PRODUK, HARGA DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS (STUDI KASUS SHOWROOM THE KING COBRA AUTO JAKARTA TIMUR)
The purpose of this study is to prove product innovation, price and product quality influence used car purchasing decisions at The King Cobra Auto Showroom, East Jakarta. This research is included in the survey research method, so this research design is quantitative descriptive research. The population referred to in this study is the population of sales data owned by Showroom The King Cobra Auto East Jakarta for the period June 2022 to March 2023. While the sample is important parts of the population on condition that they have experience and have transacted at The King Cobra Auto Showroom, East Jakarta so that this sampling technique includes purposive sampling with a total of 50 respondents. In research is positive so that it uses a Likert scale and analysis techniques in research using SmartPLS using the outer model and inner model approaches. The results showed that used car product innovation did not affect purchasing decisions. On the other hand, the price and brand image of used cars are still considered by consumers in this study in deciding to buy a used car.
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