Aditama, Brian and Dibia, Abduh and Pasasa, Linus (2015) Factors Influencing the Purchase Decision Making of Luxury Compact Sports Car: Case Study of Abarth Indonesia. Bachelor thesis, Swiss German University.

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Abstract

The luxury compact sports car Abarth has entered the Indonesian automobile industry early 2014, whereas the competition in the Indonesian automotive industry is getting tougher. The Indonesian Automotive Industry is a fast growing industry, which provides challenging obstacles for new automotive car brands to enter. Not only does the Indonesian Automotive Industry provide challenging obstacles, there are also two major car brands that have already dominated the target market for Abarth. This means that there will be a tight competition for Abarth. The research question for this study is: what is the most significant factor that affects the purchase decision of luxury compact sports car. The impact of price, fuel economy, driving comfort, and maintenance cost, design/style, resale value, technology, quality, status symbol and also brand will also be analyzed in this study. The main objective of this thesis research is to analyze and measure what factors are significantly influencing the purchase decision making of luxury compact sports car, in this case, Abarth Indonesia within the Jakarta area. This study will be using a descriptive research with quantitative methods of data collection. A quantitative approach is used for primary and secondary data. The data collection method uses a questionnaire survey, which is then distributed to target respondents of this study. The target respondents are people who have purchased an Abarth car or prospective customers of Abarth in the Jakarta area. For the purpose of validity and reliability test, a pre-test questionnaire was distributed to the targeted respondents to test the validity of the factors and questions. In this research, the SPSS software was used to tabulate the data, whereas the SEM (structural equation modelling) analysis was used to test the validity of the hypothesis of this study. The application that was used to create the SEM analysis is AMOS, which was used to see the relationship between the factors used in this study. The result of this study indicates that the factors that influence Purchase Decision Making of Luxury Compact Sports Car the most are Quality, Brand Image and Status Symbol compared to the other factors. Whereas Fuel Economy, Driving Comfort and Resale Value are the weaker and even insignificant factors that influence Purchase Decision Making of Luxury Compact Sports Car.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Purchase Decision Making; Price; Fuel Economy; Driving Comfort; Maintenance Cost; Design/Style; Resell Value; Technology; Quality; Status Symbol; Brand; Abarth.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	04 Nov 2020 02:00
Last Modified:	04 Nov 2020 02:00
URI:	http://repository.sgu.ac.id/id/eprint/1467

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