Insight Management And Business
Vol. 1 No. 01 (2023): IMB 2023

Accelerating Preferences: Understanding the Impact of Product Variation, Design, And Innovation on Honda Brio Car Purchases In Pekanbaru City

hari wardana (Fakultas Ekonomi dan Ilmu Sosial UIN Suska Riau)
Ferizal Rachmad (Fakultas Ekonomi dan Ilmu Sosial UIN Suska Riau)

Article Info

Publish Date
25 Jul 2023

Abstract

This study aims to identify the effect of Product Variation, Product Design, and Product Innovation on consumer purchasing decisions for Honda Brio cars in Pekanbaru City. The research method used is qualitative by using a questionnaire instrument as a means of collecting data from all Pekanbaru City people who use or buy Honda Brio cars. Sampling was done by purposive sampling method. The collected data were analyzed using SPSS version 26 with multiple linear regression analysis. The results of the research show that Product Variation, Product Design, and Product Innovation have a significant and positive influence on consumer purchasing decisions. The implication of this research is the need to continue to innovate and pay attention to product variability and attractive designs to increase consumer attractiveness and achieve competitive advantage in the automotive industry.

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Journal Info
Insight Management And Business
Website

Abbrev

imb

Publisher

Institut Riset Dan Publikasi Asas Nusantara

Subject

Decision Sciences, Operations Research & Management

Description

Insight Management and Business (IMB), with registered number ISSN 3024-8531 (Online), is a peer-reviewed journal published two times a year (June, and December) by Institut Riset dan Publikasi Asas Nusantara. IMB intended to be the journal for publishing articles reporting the results of research ...