The Study of key success factors from Toyota Avanza regarding consumer behavior (the case study of PT Setiajaya Mobilindo Cimanggis)
Toyota Avanza is one of Toyota's products that have been successful in Indonesia. The purpose of this research is to analyze the relation between consumer behaviors with the key success factors of Toyota Avanza in PT. Setiajaya Mobilindo Cimanggis and also identify all of those key factors. The collection of data is based on the questionnaires that the author distributed to the 50 respondents, which limited to the consumer of PT. Setiajaya Mobilindo Cimanggis who have bought Toyota Avanza between 2010 until 2012. For the statistical analysis the author used multiple regression method with help of SPSS Version 20 to process the result data from the questionnaires. The result shows that price and product are the factors that have a significant influence to the consumer buying decision of how fast that they wanted to buy Toyota Avanza. Based on the result of the research, PT. Setiajaya Mobilindo Cimanggis is suggested to focus and improve the affectivity of the other factors of consumer behavior such as place, promotion, psychological, personal, social, and culture.
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