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Analyzing customers attitude towards the product and advertising - case of PT. Honda Mandiri Bogor

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The main purpose of this research paper is to analyze the customers's attitude towards the product and advertising in PT. Honda Mandiri Bogor. The study is based on quantitative data of 50 respondents, who are the customers of PT. Honda Mandiri Bogor who have bought Honda CR-V since 2009 until 2011. Statistical Inference method was adopted to analyze the data from the questionnaires. By using this method, some statistical analyses such as; Durbin-Watson Test, Normality Test, Simple Linear Regression, Multiple Regression, etc. The conclusion of this research explained that product and advertising have significant relationship towards the customers' attitude. Especially the advertising media: exhibition and product value. As the implication of this research, PT. Honda Mandiri Bogor is suggested to maintain and improve its relationship with the customers in order to gain positive customers' attitude, which will be advantageous for the company.

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Availability

B01204

(wh)

Available

Detail Information

Series Title

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Call Number

1204

Publisher

: Swiss German University., 2012

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

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