| Summary: | Cars not only as a tertiary requirement, but also a complex
product purchase decisions, because the risky, expensive, and
shows the status of the wearer. Marketers or car manufacturers
have to learn about the reasons why consumers prefer one and
buy a good or service, rather than other goods or services.This
study tries to see the car buying preferences more thoroughly the
role of brand image upscale SUVs, age and income of the male
consumer.
Subjects in this study were as many as 65 people selected
respondents in a way that is aimed at buyers of brand SUV Honda
CRV, Toyota Fortuner, Mitsubishi Pajero and the male members
of the community that there are cars on the internet, is considered
to have met the characteristics of research subjects (purposive
sampling ). The method used in this study is to use the purchases
preference scale of SUVs and SUV Brand Image scale. The
results were analyzed using multiple regression analysis with
SPSS 16.
The results showed that there is a relationship between the
brand image of the independent variables, age, and total income
with the dependent variable car purchases preference with a value
R = 0.788 and the coefficient of determination R Square = 0.621
means that changes in the preference of purchase variation can
be explained by three variables predictor (brand image, age, and
total income) of 62.1%.The next largest contribution of the variable
re-analyzed brand image and show that the most dominant
attribute factors in predicting purchase preferences.
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