PENGARUH INOVASI PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TOYOTA ALL NEW AVANZA (STUDI PADA PELANGGAN DI DEALER AUTO 2000 A.YANI)
Abstract: Product innovation
and price perceived on consumers aims to increase car purchase, this study aims
to analyze the effect of product and price innovation on purchasing decisions.
Sample used in this research is 150 customers of toyota car all new avanza at
dealer Auto A.yani Surabaya. Analytical techniques in this study using multiple
linear regression using SPSS program version 18.0.hasil this shows that product
innovation gives a partial significant influence on the purchase decision of
Toyota toyota car customers in Auto Ayani dealer Surabaya and the variable
price gives a significant influence Partial to the purchase decision of Toyota
toyota all new avanza customers at Auto A.yani dealer Surabaya.
Keywords: Product Innovation,
Price, Purchase Decision
Penulis: FRESHA KHARISMA
Kode Jurnal: jpmanajemendd171136
