PENGARUH KUALITAS PRODUK, HARGA, FAKTOR SOSIAL DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK TOYOTA AVANZA DI KOTA PADANG

Abstract

This study aims to prove the effect of product quality, price, social factors, and
personal factors on purchase decision toyota avanza in the city of Padang. Respondents are
people who have purchased and used cars toyota avanza and domiciled in the desert town,
where the sample size is 100 respondents. The sampling technique is by accidental sampling,
type of data used is primary data obtained via questionnaires. The method of data analysis
used is multiple linear regression analysis .
The results of hypothesis testing can be concluded that, the variable quality of the
product and the price variable does not significantly influence the decision toyota avanza car
brand in thet Padang city, and variable social factors and personal factors have a significant
effect variable decision toyota avanza car brand in the Padang city.
Keywords : Product, Price, Social, Personal.