Quality factor affecting purchasing decision to buy Japanese car

Abstract

The objectives of this research were to study the quality factor affecting purchasing decision to buy Japanese car. The hypotheses of 8 Quality factors (ability, characteristic, reliability, concordance ,durability, The ability to provide services, beauty and Perceived quality or reputation ) affecting the purchase decision.  The research sample was online question to sample customers 400 people who used Japanese car in Bangkok. The question refer 2 theories were quality products and purchasing decision that have correctly verification and accord with objective from 3 professors. 

              Researchers distributed 30 questionnaires to the group of sample who are in the actual population as the pre-test. The research instrument was Rating Scale that has to test reliability for question use by SPSS for process Cronbach ’s Alpha. The coefficient of confidence is 0.931. The data was analyzed by multiple regression analysis. The results show that quality of  characteristic (), Reliability (), durability (), The ability to provide services  () , beauty () and Perceived quality or reputation () which affecting purchasing decision (Y) with a significance quality level of 0.05. The prediction equation was   Y = 0.187 + 0.487(X₂) + 0.101(X₃) + 0.335(X₅) + 0.674(X₆) + 0.541(X₇) + 0.070 (X₈)