THE INFLUENCE OF COUNTRY OF ORIGIN, AFTER SALES SERVICE AND BRAND KNOWLEDGE ON THE DECISION TO PURCHASE A WULING CAR IN SERANG CITY

Abstrak

Purpose the research examottine the influence of country of origin (X1), after sales service (X2) and brand knowledge (X3) on purchasing decisions (Y). Wuling automotive company which is domiciled in Serang City as an object. Primary data obtained by distributing qusioner and interviews with Wuling consumers then secondary data using the sales report from the company's website in the 2020 - 2023 period. Method using kuantitatif method with Analysis data by using IBM SPSS 26. Population in thisresearch is all Serang City residents who own or have ever owned Wuling cars, with a sample size of 100 people. Result this research prove that country of origin and brand knowledge are influence to purchase decisions with tscore 3.005 and 5.881. Variable alfter sales that not influence the purchase decisions wih tscore 1.225