PENGARUH LOKASI, EKUITAS MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS
Abstract
The purpose of this study is to analyze the effect of location, brand equity, product
quality and price on puchase decision used car and analyze the dominant variable
influence to the purchase decision used car. This study is a survey. The population of the
research is consumer buyers of used car Bursa Mobil Bekas Sriwedari Surakarta. The
sample was 100 people with convenience sampling technique. Data collection techniques
used questionnaires, observations and literature studies. Data analysis techniques used
multiple linear regression. The results showed that the location has significant effect on
the purchase decision of used car. Brand equity has significant effects effect on the
purchase decision of used car. Product quality has significant effect on purchase
decision of used car. Price has significant effect on purchase decision of used car.
Product quality is the dominant variable affecting the purchase decision of used car.
Keywords: location, brand equity, product quality, price, purchase decision
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