EFFECT OF PRICE , BRAND AWARENESS AND PROMOTION CONSUMER DECISION TO BUY CARS SUZUKI SPLASH BRAND IN PADANG CITY

Abstract

This study aims to demonstrate empirically effect of price, brand awareness and promotion consumer’s decision to buy a car brand Suzuki Splash in Padang City. In this study, the 80 respondents who had purchased the car brand Suzuki Splash in Padang City which has been selected by random sampling. The type of data used is primary data. Primary data were collected by distributing questionnaires. This research using two categories of study veriables. The first is the dependent variable purchase decision. The second variable is the independet, consist of price, brand awareness and promotion. To perform the hypotesis testing, the stage ushing the descriptive analysis and quantitative models. Based on the results of hypothesis testing found that the price of brand awareness individually does not significantly influence the consumer’s decision to buy a car brand Suzuki Splash in padang city. Whereas promotion significantly effected toward the consumer’s decision to buy a car brand Suzuki Splash in Padang City.
Keywords : price, brand awareness, promotion and consumer decision