Abstract
The automotive industry is increasingly competitive, making consumer preferences the key to achieving market success. This research analyzes consumer preferences for Mitsubishi vehicles with a focus on product, price and location factors. The research method used was a survey with a questionnaire to 178 people as a sample. The data collected is analyzed using statistical techniques to identify the factors that most influence consumer preferences. The research results show that product dimensions are the main factor influencing consumer preferences, more dominant than price and dealer location. The implications of these findings direct Mitsubishi to continue improving product quality, innovating in technology, and strengthening digital services in order to maintain consumer loyalty and optimize marketing strategies in the automotive market.
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