THE INFLUENCE OF PRODUCT QUALITY, BRAND AWARENESS AND PRICE ON THE DECISION TO PURCHASE HANKOOK TIRES AT PT. BUDIYANTO SEMESTA GRUP, BEKASI DISTRICT

Abstract

The public's need for tires can be used as a business opportunity for tire entrepreneurs in developing their business. One strategy that companies can implement is by increasing their competitive advantage to attract attention and influence consumers to make purchasing decisions. The purpose of this research is to determine and analyze consumer responses regarding product quality, brand awareness, price and purchasing decisions for Hankook tires at PT. Budiyanto Semesta Grup. The total sample size of all consumers is 100 people. This research method uses a mix method, namely, descriptive and verification. Based on the results of simultaneous and partial research, it shows that product quality, brand awareness and price simultaneously have a positive and significant effect on purchasing decisions at PT. Budiyanto Semesta Grup.