Analisis Faktor-Faktor yang Mempengaruhi Minat Pembelian pada Mobil Low Cost Green Car di Batam

Tandiono, Boby Hartanto (2020) Analisis Faktor-Faktor yang Mempengaruhi Minat Pembelian pada Mobil Low Cost Green Car di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini menekankan dampak dari empat variabel independen yang diuji yaitu kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Sampel penelitian adalah konsumen pembeli mobil jenis Low Cost Green Car (LCGC) di Batam. Kuesioner disebarkan pada 300 responden yang merupakan konsumen yang membeli mobil LCGC di Batam. Namuan etelah pengumpulan kembali kuesioner yang dibagikan, ada 15 kuesioner yang tidak kembali sehingga hanya 285 kuesioner yang bisa digunakan untuk pengujian data. Untuk membuat ekuitas merek lebih baik dari pesaing, perusahaan harus fokus pada kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Perusahaan harus fokus pada cara-cara kreatif untuk mengiklankan produk mereka untuk menarik perhatian pelanggan dan untuk bersaing dengan para pesaingnya. ********************************************************************** This study emphasizes the impact of the four independent variables tested, namely brand awareness, brand association, perceived quality, and brand loyalty. The research sample is consumer buyers of Low Cost Green Car (LCGC) types in Batam. The questionnaire was distributed to 300 respondents who were consumers who bought LCGC cars in Batam. However, after the questionnaire was re-distributed, there were 15 questionnaires that did not return so that only 285 questionnaires could be used for data testing. To make brand equity better than competitors, companies must focus on brand awareness, brand associations, perceived quality, and brand loyalty. Companies must focus on creative ways to advertise their products to attract the attention of customers and to compete with its competitors.

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