PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA DI AUTO 2000 PASURUAN

Abstract

Buying decision is an important activity which used in purchasing some product. As there some many new competitors of automotive companies, TOYOTA needs to have effective and efficient strategies in order to compete in Indonesia automotive market. While, some factors i.e product quality, brand image, and price are need to be considered as they become essential in having car buying decision. Therefore, the research animed to find out the effect of product quality, brand image, and price on buying decision of TOYOTA. The population was the owner and the used of TOYOTA at Auto 2000 moreover, the data collection technique used non-probability sampling. In line with, there were 100 respondents as sample. Furthermore, the data analysis technique used multiple linier regression with SPSS (Statistical product and Service Solutions). The research result concluded quality, brand image, and price had positive and significant effect on buying decision in partially. As conclusion, the company not only needs to maintain its product quality, but also to have good brand image as it will be memorized by the cutomers.
keywords: product quality, brand image, price, buying decision