PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL DAIHATSU XENIA

Abstract

The various types of automobiles in Indonesia and the advantages they offer have made the customers become
more selective in determining the brand of the automobile. In determining or selecting particular automobile
brand, customers have a lot of considerations before they decide to purchase a product such as advertisements
and brand image. The purpose of this researchis to analyze the influence of advertising and brand image to the
purchasing decision Daihatsu Xenia Automobile at PT. Astra Daihatsu Branch Panglima Sudirman Surabaya.
The samples in the research are 30 buyers of Daihatsu Xenia Automobile at PT. Astra Daihatsu Branch
Panglima Sudirman Surabaya. The sample collection method has been done by issuing questionnaires. The test
data has been carried out by using multiple linear regression analysis and the hypothesis testhas been done by
using t test. Based on the results of the research, it has been found that advertisement have significant
influenceto the purchasing decisions, so the significant influence of brand image is based on the result of the
research has been known that brand image has dominant influence to the purchasing decision of Daihatsu Xenia
automobile at PT. Astra Daihatsu Motor Branch Panglima Sudirman Surabaya.
Keywords: Advertising, brand image, purchasing decisions.