Design, Features, or Quality: Which Most Influences Consumers' Interest in Buying a Honda Brio?

Abstract

This study aims to analyze the influence of Product Design, Product Features, and Product Quality on Consumer Purchase Interest in Honda Brio brand cars. The background of this study is based on the high competition in the automotive industry, especially in the LCGC vehicle segment, where understanding consumer preferences is key to designing an effective marketing strategy.

This study uses a quantitative approach with a survey method, which aims to test the influence between variables objectively through statistical analysis. The population in this study were consumers or potential consumers of Honda Brio in Makassar City, while sampling was carried out using the accidental sampling technique, with a total of 100 respondents. The data collection technique was carried out by distributing questionnaires using Google Form which was distributed through social media. The research instrument was tested for validity and reliability before being analyzed. The data analysis method used was multiple linear regression with the help of the SPSS version 26 program. This analysis was used to test the partial or simultaneous influence of the three independent variables on the dependent variable. The results of the study indicate that partially, the three variables, namely Product Design, Product Features, and Product Quality, have a significant effect on Consumer Purchase Interest, with Product Design as the most dominant variable. This finding indicates that in the context of purchasing a Honda Brio car, consumers pay great attention to the visual and aesthetic aspects of the vehicle, in addition to functionality and quality. Therefore, strengthening the design element is an important strategy in increasing consumer purchase interest.