Influences of Product Attribute and Event Marketing Toward Customers’ Behavior in Buying a Car Toyota New Yaris

Influences of Product Attribute and Event Marketing Toward Customers’ Behavior in Buying a Car Toyota New Yaris

Automotive industry grows up very fast at this time, which has big key in economic field, even in Indonesia. The purpose of this research s to know probability product attribute and event marketing which influence the customers in buying a car named Toyota New Yaris. Data are collected by observatio...

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Veröffentlicht in:International journal of multicultural and multireligious understanding 2018-10, Vol.5 (5), p.279
Hauptverfasser: Itasari, Andri Astuti, Rahmanto, Andre, Slamet, Yulius
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container_title International journal of multicultural and multireligious understanding
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creator Itasari, Andri Astuti
Rahmanto, Andre
Slamet, Yulius
description Automotive industry grows up very fast at this time, which has big key in economic field, even in Indonesia. The purpose of this research s to know probability product attribute and event marketing which influence the customers in buying a car named Toyota New Yaris. Data are collected by observation and interviewing the customers who buy Toyota New Yaris and do not. This research use survey method. Analyze technique use regress logistic binary. The result of research shows that product attribute and event marketing influence significant toward customers’ behavior to buy Toyota New Yaris in simultaneously. Meanwhile, as individually test, it shows that product attribute significantly and probability value in 0,0008 (p0,05).
doi_str_mv 10.18415/ijmmu.v5i5.418
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title Influences of Product Attribute and Event Marketing Toward Customers’ Behavior in Buying a Car Toyota New Yaris
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