ABSTRACT
Competition in automotive industries, particularly in the diesel-fueled MPV (Multi-Purpose Vehicle) category, is getting tougher. This prompts every company in the automotive industry to intensify their efforts in order to promote their sales volume. Isuzu is one of these companies. Panther is an Isuzu product that is classified in the diesel-fueled MPV category. To increase its sales, Isuzu uses sales promotion techniques in the form of direct premium. Direct premium itself consists of two categories: fit and non-fit with the core product. Direct premium is applied in order to create a positive attitude towards the brand that will ultimately affect consumers’ purchase intention. This study aims to investigate whether there are the differences in consumers’ attitudes toward brand and purchase intention on the application of direct premium fit and non-fit with the core product (Isuzu Panther). In addition, it also tests whether the attitude toward brand (Isuzu) affects consumers’ purchase intention on product (Isuzu Panther). This research was conducted using experimental design. The hypothesis was tested by using One Way ANOVA and simple linear regression. The results of this study found that in the case of direct premium, there were the different in attitude toward brand and consumers’ purchase intention. Attitude toward brand in the case of direct fit was higher than non-fit. Consumers’ purchase intention in direct fit was also higher than non-fit. It is also found that attitude toward brand had positive significant influence on consumer purchase intention.
