Factors affect consumers behavior in purchasing Avanza mobil at Auto 2000 Medan

Abstract

Understanding consumer behavior is absolutely necessary at this time for the development of the automotive world that is so fast and fast the intensity of competition is getting higher.The research objective was to determine the influence of cultural, social, personal and psychological towards consumer behavior in buying an Avanza car on Auto 2000 Terrain. This study uses linear regression analysis multiple. Results of data analysis using multiple linear regression analysis method shows that culture (X1), Social (X2), personal (X3) and psychological (X4) jointly and significantly influence cunsomer behavior on the auto 2000 sandpaper field with the regression coefficient X1 (b₁)= 0,357, the coefficient regression X2 (b₂)=0,298, regression coefficient X3 (b₃)= 0,288 and regression coefficient X4 (b₄)=0,261. The F_count test obtained was 94,105 greater than F_table of 2,47.The t test results show for culture = 6.449, social= 5.794, personal= 4.596 and psychological= 4,728, with T_table value = 1,985 for the most dominant variable  influuence is the  perception of cultural variabels and the results of the test of determination shows that 79% of the variation in consumer behavior factors is influenceced by the four independent variables , while 21% are other factors that are not researched in this study.