PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR), CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK HINO DI PT. INDOMOBIL PRIMA NIAGA MEDAN

Abstract

The purpose of this study was to determine the effect of Corporate Social Responsibility, brand image and price on
consumers' decision to buy Hino products at PT. INDOMOBIL PRIMA NIAGA Medan. The population in this study were Hino
buyers at PT. INDOMOBIL PRIMA NIAGA Medan in 2018 with 34 people in total. The samples taken were 34 people who
were saturated samples because the population was less than 100. The technique of collecting data using questionnaires. n
testing the hypothesis it can be concluded that: (1) there is an influence between X1 to Y of tcount = 21,185, (2) there is an
influence between X2 to Y of tcount = 17,825 (3) there is an influence between X3 to Y of tcount = 9,453 and (4) there is an
influence between X1,X2,X3 simultaneously to Y of Fcount = 534,161. Test results of determination, the effect of X1, X2, X3
simultaneously on Y is 98.2% and the rest is influenced by other factors. Based on the results of the study, it was suggested
to PT. PRIMA NIAGA INDOMOBIL Medan so that : (1) The company publishes and disseminates information on the ethics
of the company's operations and business to consumers, so that consumers know that the company has social responsibility
and consumers do not see the company as seeking profit only in doing business.. (2) Increase the variety of colors owned by
Hino products, in order to maintain the consumer's purchase intention to PT. Medan PRIMA NIAGA INDOMOBIL did not
decline and did not cause boredom towards the products that the company offered to consumers and this would maintain the
product's brand image. (3) Prices offered on Hino products must match the results used. This keeps consumers from being
disappointed when using it.