ANALISIS PENGARUH KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP MINAT BELI MOBIL WULING CORTEZ DI PALEMBANG

This study aims to analyze the product quality and product innovation on purchasing decisions Wuling Cortez in Palembang. The population in this study is all customers who interest to buy and visit Wuling Dealer in Palembang. The sample in this research use purposive sampling technique which confuse 100 respondents. The technique of analysis in this study using multiple regression analysis techniques. The results showed that partially and significantly product quality and product innovation affect the decision variable intention to purchase car Wuling Cortez in Palembang. The results of this study also shows that simultaneously product quality and product innovation affect the decision variable intention to purchase car Wuling Cortez in Palembang. Keywords: product quality, product innovation and purchase intention