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
