THE ANALYSIS OF FACTORS AFFECTING CONSUMER BUYING DECISION OF KOYO BRAND BEARING AT 'SURABAYA JAYA MOTOR TANDES'

  • Edward Irawan STIE IBMT Surabaya

Abstract

This comprehensive paper is discussing about The Analysis of Factors Affecting Consumer Buying Decision of Koyo Brand at Surya Jaya Motor Tandes. The researcher is interested in doing this research because the researcher wants to know the factors that are more influential in the store, so that they ould improve or make the services better. The sample was selected systematically based on the criteria predetermined relevant to the objective of the research. In this paper, the researchers distribute fifty questionnaires which were taken at Surya Jaya Motor Tandes. The factors that does not affect the buying decision is promotion while the factors that mostly affect customers to buy koyo bearing at Surya Jaya Motor are product quality, product proliferation, service assurance, guaratee and services, and store assistant behavior. After all the factor affecting the costumers buying decision are indicated and considering additional information, the researcher recommends that Surya Jaya Motor to maintain or even improve the service quality of the store. Since, so many of competitors were appeared nowdays so the stores have to be different by giving more or better services than the other competitors.

Keywords : Consumption Factors, Small Enterprises, Regression

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Published
2012-06-14
How to Cite
Irawan, E. (2012). THE ANALYSIS OF FACTORS AFFECTING CONSUMER BUYING DECISION OF KOYO BRAND BEARING AT ’SURABAYA JAYA MOTOR TANDES’. JURNAL EKSEKUTIF, 9(1). Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/22
Section
Articles