<![CDATA[This study aims to analyze the factors that influence the demand for car body in the city of Pekanbaru. In this study the population taken was the person who made a request for a car body in the city of Pekanbaru and used a sample of 84 respondents. This research uses accidental sampling technique. The analytical method used in this study is a quantitative descriptive method using SPSS software version 2.4. By using multiple linear regression to test the hypothesis. The results showed that the value of R squared was 0.757, which means that 75.7% of body demand in Pekanbaru City was influenced by the variable price of the goods themselves and consumer income while 24.3% was influenced by other variables. Simultaneous regression of independent variables has an influence on the dependent variable. Partially the price of the goods itself has a negative and significant influence on the demand for car body in the city of Pekanbaru. While the consumer income variable has a positive and significant impact on the demand for car body in the city of Pekanbaru.Keywords: Carrosery Demand, Price of Goods Itself, Consumer Revenue, Consumer Taste]]>
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