Analysis of the Effect of Product Innovation, Price Perception, and Product Quality on Consumer Purchase Decisions for the Honda New Cr-V at the Honda Martadinata Manado

Abstract

Purchasing decision is a concept in buying behavior where consumers decide to act or do something and in this case make purchases or utilize certain products or services. The purpose of this study was to determine the effect of product innovation, price perception, and product quality simultaneously on consumer purchasing decisions for Honda CR-V cars at Honda Martadinata Manado, either partially or simultaneously. The type of research in this study is a type of quantitative research with an associative approach. Data collection used a research questionnaire which was distributed to 76 respondents. The data analysis technique in this study is multiple linear regression.