FAKTOR ANALISIS KEPUTUSAN PEMBELIAN MOBIL PADA PT MULTINDO AUTO FINANCE BENGKULU

The objective of this research is to know the factors influence of customers’
decision to buy car at PT Multindo Auto Finance Bengkulu. This Research represent
type research of survey that is research taking sample from a population using
questioner as compiler of the data. Data type the used is primary data which taken by
questioner and secondary data which taken from the information report, reference at PT
Multindo Auto Finance Bengkulu. Population in research is all customers of PT
Multindo Auto Finance Bengkulu. Method of intake sample is purposive sampling,
while respondent amounting 100 respondents. Method analyzes data the used is
descriptive analysis and factor analysis.
Pursuant to result of data analysis obtained result of that is the reduction of old
factors was finding six new factors influence of customers’ decision to buy car at PT
Multindo Auto Finance Bengkulu. The six factors that : (a) price factor, (b) product
factor, (c) experience and reference recommended factor, (d) location factor, (e) life
style factor, and (f) promotion factor.