Consumer Decision Making Model in Choosing Low Cost Green Car (LCGC) of Honda Brio brand


Authors : Muhammad Frayogi, Dr. Sri Hatono

Volume/Issue : Volume 5 - 2020, Issue 1 - January

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2R5bEeV

This study aims to examine and analyze the customer decision making model in choosing Low Cost Green Car (LCGC) of Honda Brio brand. The research is using quantitative method and survey. Then, the collected data will be analyzed by conducting validity and reliability test, classic assumption test, and hypothesis test to be able to answer the research problem formulation. Data processing result from 400 research respondents show the result which stated all research variables, including brand image and awareness, product, price, place, and after-sales service both partially and simultaneously have a positive and significant effect on consumer decision making in choosing Honda Brio. Besides, the price became a dominant variable in effecting customer decision making in choosing Honda Brio. As refer to the research result, HPM need to have continuous and simultaneous strategies, in delivering the value of brand, compact marketing mix strategies and the best service in order to get customer’s satisfaction and loyalty for Honda brand, especially for Honda Brio.

Keywords : Brand, Marketing Mix, & After-Sales Service; Customer Decision Making; Low Cost Green Car (LCGC).

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30 - September - 2021

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