ANALISIS PENGARUH KEUNGGULAN PRODUK DAN HARGA KOMPETITIF TERHADAP MINAT BELI HONDA JAZZ DI KOTA SALATIGA (Studi Kasus Pada Masyarakat di Kota Salatiga)

Abstract

The growth of car users in Indonesia has increased rapidly every year. However, the large number of car users in Indonesia is not in line with the number of sales of Honda Jazz or the sales volume of Honda Jazz.Tight competition has made the sales volume of Honda Jazz fluctuates from time to time. Sales are experiencing a fairly high decline in 2014 to 2015. The purpose of this study is to determine the magnitude of the influence of Product Design Attractiveness, Product Quality, and Competitive Prices on Buying Interest variables, which is later can be expected to increase the percentage or sales volume of Honda Jazz. Product Design Attractiveness, Product Quality, and Competitive Prices as independent variables; Product Advantages as intervening variables; Buying Interest as dependent variables The population used in this study is the entire resident in Salatiga. Sampling technique used in this research is by purposive sampling method. The sample used is 100 respondents. Data were obtained from questionnaires which were then processed and analyzed using multiple linear regression analysis through SPSS (Statistical Package for Social Science) software program for windows version 23. The results showed that all independent variables have a positive and significant effect on the dependent variable, namely Buying Interest. Independent variables (Product Design Attractiveness and Product Quality) have a positive effect on Product Advantages; and Product Advantages have a positive effect on Buying Interest. In addition, Competitive Price as an independent variable also has a direct positive effect on Buying Interest.