PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALL NEW KIJANG INNOVA REBORN

Abstract

This study aims to determine and analyze the effect of product quality, price, and brand image on the purchase decision of the All New Kijang Innova Reborn Toyota Auto2000 HR. Muhammad Surabaya. The population used in this study is that consumers who have purchased the Toyota All New Kijang Innova Reborn in Auto2000 HR. Muhammad Surabaya. The sampling technique is done by purposive sampling. The sample size uses the formula of Slovin with the total sample obtained by 100 respondents. The type of data used is sourced from primary data obtained from the distribution of questionnaires. The data analysis technique used in this study is the method of multiple linear regression analysis. The results of the classical assumption test conducted through normality, multicollinearity, heteroscedasticity show that all variables used do not violate predetermined conditions. While the results of the model feasibility test conducted with the F test and the coefficient of determination, the regression model used in this study is feasible to use. Hypothesis test results show that price,product quality, and brand image variables have a positive and significant effect on purchasing decisions.

Keywords: price, product quality, brand image, purchasing decision