FACTORS AFFECTING CONSUMER BEHAVIOR IN BUYING DECISION OF SUZUKI ERTIGA CAR IN CILEGON CITY, BANTEN

Authors

  • Yuwan Ditra Krahara Universitas Mercu Buana, Jakarta, Indonesia
  • Alugoro Mulyowahyudi Universitas Mercu Buana, Jakarta, Indonesia

DOI:

https://doi.org/10.31933/dijms.v2i4.816

Keywords:

Product Quality, Brand Awareness, Promotion, Purchase Decision

Abstract

This study aims to analyze the factors that influence consumer behavior in the decision to purchase a Suzuki Ertiga car in Cilegon City Banten. The population in this study were customers in the city of Cilegon who bought a Suzuki Ertiga with 200 participants. Methods of data analysis using the Structural Equation Model-Partial Least Squares (SEM-PLS). The software that is used to process and analyze data obtained from this study is the Smart PLS version 3.3.2. The results of the study found that Product Quality, brand awareness and promotion had a positive and significant effect on purchasing decisions.

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Published

2021-04-14

How to Cite

Ditra Krahara, Y., & Mulyowahyudi, A. (2021). FACTORS AFFECTING CONSUMER BEHAVIOR IN BUYING DECISION OF SUZUKI ERTIGA CAR IN CILEGON CITY, BANTEN. Dinasti International Journal of Management Science, 2(4), 656–669. https://doi.org/10.31933/dijms.v2i4.816