ANALYSIS OF BRAND IMPACT EFFECT, PRODUCT QUALITY, AND PROMOTION OF INTEREST OF HONDA MOBILIO AUTOMOBILE BUYING ON DECISION PURCHASE (Case Study at Honda Semarang Center)

Abstract

Very tough competition in the automotive industry, especially four-wheel vehicle requires companies to continually innovate in order to meet the tastes and needs of consumers who are constantly changing. Fierce competition in the automotive industry in Indonesia, into the problems faced by the Honda Mobilio product with other cars that flooded the automotive market in Indonesia. Although designed with leading edge and a good performance and fuel economy, it is not easy for the Honda Mobilio besides the price is above the average of other Low MPV so need to take a policy to maintain brand image, product quality, and promotion.
Problems that occur are a decrease in the number of consumers who buy the car Honda Mobilio, this is a serious problem for Honda, because Honda Mobilio is one of the flagship products of Honda. This study uses the image of the brand, product quality, and promotion as independent variables and the dependent variable purchasing decisions,while buying interest as intervening variable. The purpose of this study was to analyze the influence of brand image, product quality, and promotion on purchasing decisions.
The study population was all consumer Honda dealer Semarang Center. The sampling technique used purposive sampling. The samples used were 96 consumer Honda dealer Semarang Center with the provisions of the election to the consumers who visit the Honda Semarang Center.
Based on this research, it is known that the image of the brand, product quality, and promotion has positive influence on purchase decisions of Honda Mobilio. Value adjusted R square obtained is 0.844 so that it can be interpreted that the variable image of the brand, product quality and promotion could explain 84.4% of purchase decisions.
Keywords: brand image, product quality, promotion, purchasing decisions, while buying