PENGARUH KUALITAS PRODUK DAN PERSEPSI BIAYA TERHADAP MINAT BELI CITY CAR DAIHATSU AYLA DI KOTA BANDUNG

Abstract

This study aims to analyze the influence of product quality and cost perception on the interest in buying Daihatsu Ayla city cars in the city of Bandung. The research instruments used have passed a validity and reliability test process, which shows that they are feasible to use for data collection. This study involved respondents aged at least twenty years old who knew the Daihatsu Ayla city car and had tried to use it. The sampling technique used purposive sampling, and the data were analyzed by multiple linear regression method using the SPSS version 27 program. Empirical data support all the hypotheses put forward in this study. The results of the analysis show that the variables of product quality and cost perception have a positive and significant influence on buying interest, both partially and simultaneously. Thus, the higher the product quality and cost perception of the Daihatsu Ayla brand city car, the higher the interest in the Daihatsu Ayla brand city car. These findings provide practical implications for Daihatsu Ayla city car stakeholders, especially in creating a marketing strategy that focuses on improving product quality and perceived cost perceptions by consumers. This research is expected to provide benefits for future research, as well as provide important insights for the development of city cars in increasing buying interest.