Factors Affecting To Choice Of Brand For Distribution Of Car Battery Shop Entrepreneurs
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Abstract
The purpose of this research is to study factors affecting to choice of brand for distribution of car battery
shop entrepreneurs. And also to study marketing mix factors that affect brand selection for distribution
behavior of car battery shop entrepreneurs. The chosen samples are 255 car battery shop entrepreneurs.
Number of sample in the study was calculated from Taro Yamane formula. This research use questionnaires
as examination tool and statistics that were applied for analysis are mean, standard deviation. Statistics for
testing process involve T-test and One-way ANOVA with reliability set to 95%. Linear multiple regression is
also applied in order to prove the hypothesis. As a result, the study found that.
Entrepreneurial factors using T-test and One-Way ANOVA result in P-value higher than the level of
significance (⍺) fixed as 0.05 which can be described as the different entrepreneurial factors affecting choice
of brand for distribution of car battery shop entrepreneurs turn out to be not different
Marketing mix factors of product that entrepreneur most prioritize is the product itself. Subordinate
factors are promotion, channel of distribution and price respectively which affect choice of brand for
distribution of car battery shop entrepreneurs as these four independent variables can describe the fluctuation
of brand selection for distribution behavior of car battery shop entrepreneurs with percentage of 30
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