PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA INNOVA (Studi Kasus Di Kabupaten Pacitan)

Abstract

This research aimed to find out the effect of product quality, brand image, and word of mouth on the purchasing decisions of Toyota Kijang Innova in Pacitan. The research was causal-comparative with a quantitative approach. Moreover, the data collection technique used accidental sampling. The population was customers of Toyota Kijang Innova in Pacitan consisting of unlimited (infinite). Furthermore, there were 100 respondents as the sample in Lemeshow Formula. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) version 26. The research result concluded that variabel product quality had a positive and significant effect on purchasing decisions of Toyota Innova in Pacitan. On the other hand, the variabel brand image had a positive but insignificant effect on purchasing decisions of Toyota Innova in Pacitan. In contrast, variabel word of mouth had a positive and significant effect on purchasing decisions of Toyota Kijang Innova in Pacitan.