ANALISIS PENGARUH DIFERENSIASI PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN MOBIL LCGC HONDA BRIO SATYA DI KOTA PEKANBARU

Abstract

. The purpose of this study was to determine the effect of product differentiation, brand image and price on purchasing decisions and customer satisfaction. The population in this study are consumers who buy and use a Brio Satya car. Sampling uses a purposive sampling method so that the number of samples to be used is 124 customers. Data analysis used path analysis SPSS version 22. The results showed that product differentiation, brand image and price had a significant effect on purchasing decisions. Then product differentiation, brand image, price and purchasing decisions significantly influence consumer satisfaction. Furthermore, product differentiation, brand image and price significantly influence consumer satisfaction through purchasing decisions. This means that purchasing decisions can mediate the effect of product differentiation, brand image and price on consumer satisfaction. It is expected that the company will complete the Honda Brio features to make it the same as other similar competitors, for example by adding LCD audio or adding turn signal on the car rearview mirror.