PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI ALL NEW ERTIGA PADA PT. TRANS SUMATERA AGUNG CABANG PEMATANG SIANTAR SUMATERA UTARA
Main Article Content
Ben Setiawan
Hadi Panjaitan
Diana Florenta Butar-Butar
Jopinus Saragih
Penelitian ini bertujuan untuk menguji pengaruh Brand Image dan Harga terhadap keputusan konsumen membeli mobil Suzuki All New Ertiga pada PT. Trans Sumatera Agung Cabang Pematang Siantar Sumatera Utara. Penelitian ini dilatarbelakangi oleh meningkatnya pengguna mobil Suzuki All New Ertiga dibandingkan varian lain di kelasnya dengan menguasai pangsa pasar di Indonesia sebesar 35% (menduduki peringkat 3). Data penelitian ini dikumpulkan dari 136 responden yang menggunakan mobil Suzuki All New Ertiga. Responden yang diperoleh dengan menggunakan teknik nonprobability sampling dengan teknik penentuan sampel yaitu incidental sampling. Pernyataan diberikan dengan menggunakan kuisioner. Tanggapan responden terhadap pernyataan-pernyataan kemudian dianalisis kuantitatif. Analisis kuantitatif meliputi uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis lewat uji F dan uji t, uji koefisien determinasi (R2) dan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa variabel brand image dan harga secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian mobil Suzuki All New Ertiga pada PT.Trans Sumatera Agung Cabang Pematang Siantar Sumatera utara. Secara parsial variabel brand image berpengaruh terhadap keputusan pembelian dengan thitung > ttabel yaitu 4.967 > 1.977. Sedangkan variabel harga berpengaruh positif terhadap keputusan pembelian dengan thitung < ttabel yaitu 4.362 < 1.977. Variabel yang paling dominan berpengaruh terhadap keputusan pembelian mobil Suzuki All New Ertiga pada PT.Trans Sumatera Agung Cabang Pematang Siantar Sumatera utara adalah variabel harga dengan koefisien regresi sebesar 0.584.
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