FAKTOR-FAKTOR YANG MEMPENGARUHI DAYA TARIK KONSUMEN DALAM PEMBELIAN TERHADAP KEPUASAN KONSUMEN SHOWROOM STAR MOBIL

Reza Valevy, Pristiyono Pristiyono, Muhammad Ali Al Ihsan

Abstract


The purpose of this study was to prove that product innovation, price and product quality influence used car purchasing decisions in Labuhanbatu Regency. The data collection technique is by conducting observations, questionnaires, literature studies, and documentation. The number of samples used in research using Partial Least Squere-SEM analysis in this study were 50 consumers. In this study using descriptive statistical data analysis and Partial Least Squere-SEM, which is an analysis used to develop or predict an existing theory. This study uses PLS structural model analysis with the help of SmartPLS 4.0 software. Structural model analysis has several stages, namely: 1) Formulate structural model theory, 2) Outer model analysis, 3) Inner model analysis, and 4) Hypothesis testing. The conclusion that can be presented in this study is that the variable hypotheses of product innovation and brand image partially affect used car purchasing decisions. Meanwhile, the price variable does not have a strong relationship with used car purchasing decisions. Finally, the purchasing decision variable affects consumer satisfaction in buying a used car influenced by three indicators of product trust, the views of others and the presence of friends about the Star Mobil Rantauprapat showroom.


Keywords


Manajemen Pemasaran

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References


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