Customer attitude towards Proton car: in the case of new Proton Saga / Syed Adib Syed Sallehuddin

Regarding on this thesis, it contain analysis about the customer attitudes towards purchasing Proton car. To make it more detail, the scope is narrow don on New Proton Saga that is one of the new models of Proton car. The customer attitudes towards car is basically a particular set of belief and thoughts/feelings that can lead to any conduct towards a particular product. There are many variables that can influence customer attitude. Ultimately, the attitude form will be spread out thus sooner or later it will effect on the sales of the product itself. Proton has been dropping in sales since few years and it can be said the many people look down on Proton thus this affecting the sales itself. This purpose of this study is to study the relationship between brand image, perceived quality and perceived value towards purchasing New Proton Saga. A survey is conducted using convenience sampling and where 150 respondents were involved in this study. The researcher used quantitative method in order to obtain the findings. The finding results based on the Cronbach's alpha is more than 0.6 which means the questionnaire used is valid to use. From multiple regression analysis, the result showed that there exist positive relationship between the three variables used in this study.