A COMPARATIVE STUDY OF CONSUMER PURCHASE DECISION BETWEEN CONSUMER OF TOYOTA VIOS AND HONDA CITY

Abstract

Mobility of people has been started since time immemorial; these activities shall be done by a variety of purposes, among others for feeding, housing and so forth. In mobility are often carrying goods or carry people. Transport serves to overcome the gap distance between the origin and destination. This process is used to enable people in everyday activities. Transportation has become a human need today. The objective of this research is to analyze the difference in purchase decision between Toyota Vios and Honda City based on Brand Loyalty, Safety, Features, and Advertisement. The method analysis on this research is Independent T-Test to compare Toyota Vios and Honda City in Manado. The sampling method is purposive sampling as many as 25 respondents who has experience with Toyota Vios and 25 respondents who has experience with Honda City. The result concluded that there is no significant difference in purchase decision on all factors which are brand loyalty, safety, features, and advertisement because there is same in the industry and they have their own loyalty consumer. The research recommends the marketers of both brands, which are Toyota Vios and Honda City, should consider more on the factors that influence the purchase decision.