Analysis of Consumer Preference in the Automotive Industry in Determining ihe Purchase of Coated Abrasive

ABSTRACT This study aims to measure what factors influence consumers in purchasing coated abrasive products. Then this research also wants to measure consumer preferences in buying existing brands. The method used in this study is AHP (Analytical Hierarchy Process) with Expert Choice 2000 software and the data used are consumers who usually buy these products, respondents taken as many as 20 purchasing managers from the three automotive industries, namely assembly plant, car body and body. repair. The results showed that: 1) the factors that influence consumers in purchasing coated abrasive products are: a. Services with a weight of 28.6%, b. Price with a weight of 25.0%, c. Service with a weight of 23.5%, d. Quality with a weight of 15.1%, d. Brands with a weight of 7.8%. 2) Consumer preferences for the two brands studied are the Matador brand with a preference of 53% and the nikken brand with a preference of 47%.