ANALYTICAL HIERARCHY PROCESS APPROACH ON CONSUMER PREFERENCE IN CHOOSING LOW COST GREEN CAR (LCGC) (CASE STUDY: TOYOTA AGYA, DAIHATSU AYLA, AND DATSUN GO+)

Abstract

Abstract: Indonesian ministry of industry has made a policy about cheap cars yet eco-friendly or used to be called LCGC. LCGC is an abbreviation of Low Cost Green Car. Literally means 'cheap car environmental friendly' in Indonesian. Production development of four wheels vehicle which using low energy and affordable. Indonesian government also want to increase the standard of living of Indonesian people with producing this car.  This research aims to analyze the most important criteria for consumer to choose the LCGC and the most preferable LCGC for customer. This research used analytical hierarchy process with sample is 30 respondents that were obtain from citizen of Manado City. The result from this research shown that safety, price, and quality are the most important things that influence the consumer. Every car’s company should pay more attention to this factor. Consumer will seek a car with an excellent safety features, with an affordable price and good quality. Daihatsu Ayla and Datsun GO+ as the competitor of Toyota Agya should improve their car’s feature and performance to attract the consumer.

Keywords: consumer preference, analytical hierarchy process, low cost green car