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Analysis of the influence of product innovation and price on car purchase decisions Karimun Suzuki Wagon R
The study case base on the economics faculty students of the University Gunadarma J1 Kalimalang





ABSTRACT

Hariman Suhud Herdiansyah, 13213924
Analysis of the influence of product innovation and price on car purchase decisions Karimun Suzuki Wagon R The study case base on the economics faculty students of the University Gunadarma J1 Kalimalang
PI. Management Major, Faculty of Economics, Univeristy Gunadarma, 2016
Keyword : Innovation Product, Price and Buying decision
(x + 45 + Lampiran)
 The development of technology and the current information, the ability of the company is required to be more careful in business competition. Basically, the needs and desires of consumers are always changing even tended to increase over time the company needs to conduct a marketing research in an attempt to find out what the product is actually needed and desired by consumers. With the large selection of model cars and interesting shapes, making the consumer has many options before deciding to buy a good car at an affordable price. Many factors are considered by consumers before buying a product.
The purpose of this study was to determine the effect of product innovation and price on purchase decisions. The respondent in this study case are students of economic faculties force in 2013 at the Gunadarma University Campus Kalimalang taken by accidental sampling.
Results of linear regression analysis is Y = 0.528 + 0,310x1 + 0,653x2 independent variables that most influence on the independent variable is the variable quality of the product (x1) of 0.310 and was followed by price variable (x2) is 0.653. The test results prove that all independent variables (innovation in products and prices) have a positive influence on the purchase of  car Suzuki Karimun Wagon R Gunadarma University Campus Kalimalang.

Bibliography (2001-2012)

CHAPTER V
CLOSING

5.1 Conclusion
This study aims to determine the effect of variable product innovation and price on purchase decisions Suzuki Karimun Wagon R, and to determine the effect of the second largest independent variables.
From the formulation of the problem posed, the data analysis has been done and the discussions that have been raised in the previous chapter, a number of conclusions from this research is :
1. The results of the analysis that has the product innovation variable regression coefficient of 0.31 (positive sign) the decision of buying car buying decision Suzuki Karimun Wagon R and t value of 1.933 with a significance level of 0.049 < 0,05. This means that innovative products significantly influence purchasing decisions of Suzuki Karimun Wagon R.
2. The analysis results obtained that has a price variable regression coefficient of 0.653 (positive sign) on purchase decisions Suzuki Karimun Wagon R and t value of 3,586 with a significance level of 0,001 < 0,05. This means that the price significantly influence purchasing decisions Suzuki Karimun Wagon R.
3. The analysis result obtained when done together variable prices and product innovation has a value of 32.589 F significant value 0,000 < 0,05. This means that the variable price product innovation and significantly influence the purchasing decisions of Suzuki Wagon R.

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