EFFECT OF PRODUCT AND PRICE OF INTEREST TO BUY A CAR HONDA FREED IN PEKANBARU

Abstract

The study was conducted at the Soekarno Hatta Honda in order to analyze the impact of products and prices for consumers to buy a car buy Honda Freed in Pekanbaru. The study population is a potential customer who visited the Honda Freed in dealer Honda Soekarno Hatta. Total sample of 96 people were selected by purposive sampling technique. Data analysis method used is multiple regression analysis. The results showed that simultaneous product and pricing variables significantly influence buying interest. In associations, the product has positive and significant impact on buying interest. While the price factor significantly and negatively related to the buying interest. Factors products are becoming the most dominant factor influencing consumer interest in buying Honda Freed in Pekanbaru. Recommendation that can be given is a complete feature Honda Freed with a manual transmission, airbags and parking censor. From the aspects of the recommended price for the company to give discounts and free gifts are more attractive to consumers. Discounts and cash back should be converted into free accessories, while the immediate reward should be in the form of electronic products such as mobile phones or laptops