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Do Product Features and Brand Image Influence Consumers’ Decision to Purchase the Suzuki Ignis in Bandung Indonesia?
| Content Provider | Semantic Scholar |
|---|---|
| Author | Nilasaria, Irma Saudib, Mohd Haizam Mohd |
| Copyright Year | 2019 |
| Abstract | Since it was launched in Q2-2017, Suzuki Ignis has gained success to become a market leader in the city-car segment, defeating the Honda Brio in Indonesia by the end of 2018. Unfortunately, compared to the same quarter last year, Ignis sales for Q1-2019 is on the decline; down by almost 60%. The competition in the city-car segment is fierce because many players compete in a small market. Competing on price, promotion, and distribution channel are not suggested for this segment, because of the characteristics of the target markets and the existence of big brand names. In order to achieve market share, players should focuses on other variables, which is the product itself. The present study tries to test whether product feature and brand image (as part of the product) will influence customers to purchase the Suzuki Ignis. The present study developed, distributed, and collected questionnaires from 161 respondents who bought the Ignis in the city of Bandung. By using factor analysis and multiple regression analysis, the present study found that consumers purchase decision for the Ignis is significantly affect by product features (in negative sign) and brand image (in positive sign). Interestingly, all dimensions of brand image do not significantly affect the purchase decision, except for economic values. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www.ijicc.net/images/Vol6Iss6/6622_Nilasari_2019_E_R.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
