Abstract
This study aims to analyze the factors that influence consumer behavior in the decision to purchase a Suzuki Ertiga car in Cilegon City Banten. The population in this study were customers in the city of Cilegon who bought a Suzuki Ertiga with 200 participants. Methods of data analysis using the Structural Equation Model-Partial Least Squares (SEM-PLS). The software that is used to process and analyze data obtained from this study is the Smart PLS version 3.3.2. The results of the study found that Product Quality, brand awareness and promotion had a positive and significant effect on purchasing decisions.
Highlights
The automotive industry in Indonesia is currently on the rise and in a very fast development, with various automotive industries launching their newest products
Based on the hypothesis test in this study, the results show that promotion has a positive and significant effect on the decision to purchase a Suzuki Ertiga car at a Suzuki Cilegon Dealer Restu Mahkota Karya
In the lowest index product quality variable in statement ten with the KP9 questionnaire, namely the overall design of the Suzuki Ertiga is more stylish and modern, which means that customers think that the design owned by the Suzuki Ertiga car still does not provide the best for customers, suggestions from researchers are necessary. reinnovating in terms of interior and exterior design so that they can compete with competitors who first innovated from these things, for example from exterior design such as paint colors that are different from competitors and can be seen from a unique side it will add sales value to Suzuki Ertiga car
Summary
The automotive industry in Indonesia is currently on the rise and in a very fast development, with various automotive industries launching their newest products This has resulted in increasingly competitive automotive industry in Indonesia. . vehicles, designs, and types, so that consumers can search for products and brands. It is still the most popular in the Indonesian market, the price is quite affordable and can accommodate a large number of passengers and is one of the reasons why most Indonesians choose to buy this type of car. Apart from the Toyota Avanza and Mitsubishi Expander This phenomenon is different from the success of Suzuki Ertiga as one of the brands that received the Best Low MPV and Car Of The Year awards. Information obtained from written questions that can influence purchasing decisions is the dependent variable in the study
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