ANALISIS PERILAKU MEMBELI MOBIL MEREK TOYOTA KIJANG KRISTA DI KOTA SURAKARTA

Abstract

This study aims to identify and analyze the influence of behavior, subjective norms and perceived behavioral control on consumer intentions to buy a Toyota Kijang Krista car identify and analyze the influence of purchase intention on the decision to buy a Toyota Kijang Krista car in the city of Surakarta. The research method used in this study is a quantitative method or survey method using a structured questionnaire. The data collection technique in which the author provides a list of questions to the questionnaire respondents used in this study was adapted from previous research. The survey in this study will be carried out in two stages, the first stage is for testing the instrument, the second stage is for data analysis. The research instrument test used is the validity test, the reliability test. Then for data analysis used multiple linear regression, and simple linear regression. The results of the research that has been done using multiple linear regression indicate the influence of attitudes on behavior, subjective norms and perceived behavioral control on consumer buying intentions.