A STUDY OF CONSUMER DECISION MAKING PROCESS BASED ON PROMOTION, PEOPLE, PROCESS, PHYSICAL EVIDENCE OF TOYOTA CAR BUYERS IN MANADO
Main Authors: | Lamonge, Friska ., Lapian, S.L.H.V. Joyce, Tumbuan, Willem J.F.A |
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Format: | Article info application/pdf eJournal |
Bahasa: | eng |
Terbitan: |
FEB Universitas Sam Ratulangi Manado
, 2019
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Online Access: |
http://ejournal.unsrat.ac.id/index.php/emba/article/view/23562 http://ejournal.unsrat.ac.id/index.php/emba/article/view/23562/23249 |
Daftar Isi:
- Abstract: Toyota is one of the biggest brands in the world. When it comes to car, literally everybody knows about this brand, especially in Manado. The citizen of Manado also loves this brand because there are a lot of repair shop that specializes in Toyota brand that make it easier for them to repair their car whenever they needs to. The purpose of this study is to find out the consumer decision making process of car buyer and the elements of Marketing and the 4Ps that choosing by the consumer of Toyota product. This research was conducted in Manado. Qualitative research is deployed and purposive sampling technique is used in the sampling process of the research. This research is mean to be for Toyota costumer and there will be 10 representative customers as the sample. The result of this research shows that 6 of 10 Toyota costumer in Manado chose Physical Evidence as the decision making process to purchase Toyota product, because through Physical Evidence, Toyota Manado has the state of physical appearance outside (exterior). Toyota vehicles are good and strong and the variety of physical models of Toyota vehicles is attractive that influences consumers decisions to purchase Toyota products. For the Toyota Company and the other companies, it is crucial to understand about the consumer needs.Keywords: consumer decision making process, the 4ps of marketing mix