Analisis Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian Mobil Merek Daihatsu (Studi pada Konsumen Kendaraan Daihatsu di PT. Jolo Abadi Authorized Daihatsu Dealer Malang)

摘要

This study aimed to get empirical evidence (1) the influence of cultural variables, social variables, private variables and psychological variables simultaneously on product purchasing decisions car brand Daihatsu (2) the effect of cultural variables, social variables, private variables and psychological variables partially on decision Daihatsu car brand product purchases (3) of the cultural variables, social variables, private variables and psychological variables the dominant influence on product purchasing decisions Daihatsu car brand. The results showed that (1) the variable of cultural, social, personal, and psychological have significant effects together - equal to the purchase decision (2) Based on the results of t test it can be concluded that the variables of cultural, social, personal, and psychological has partial significant influence on purchase decisions (3) Based on the results of the t test showed that private variable has a value t and beta coefficients are greatest. So that private variables have the strongest influence compared to other variables. Accordingly, you should PT. Jolo Abadi Daihatsu Authorized Dealers can maintain and improve service to customers personally, because the private variables have dominant influence in influencing the purchase decision.