PENGARUH PERSONAL SELLING, BRAND IMAGE, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MOBIL

Abstract

This research is meant to find out the influence of personal selling, brand image, and word of mouth to the
purchasing decision of Toyota automobile brand at PT Toyota Auto 2000 A. Yani Surabaya. The population is
the customers who still actively get periodic free service after purchase Toyota Avanza automobile at Auto 2000
A. Yani Surabaya, the sample collection technique has been done by performing accidental sampling and 100
people have been selected as samples. The multiple regressions analysis has been carried out as the analysis
technique.The result of the test shows that simultaneously personal selling, brand image, and word of mouth
have influences to the purchasing decision of Toyota automobile brand at PT Toyota Auto 2000 A. Yani
Surabaya. This result indicates that the model which has been used in this research is feasible to be used for the
next analysis. This result is also supported by the multiple coefficient determination level is 64.4%, it shows that
the determination among these variables to the purchasing decision has great influences. The result of the test
shows that personal selling, brand image, and word of mouth variables, each of them have positive and
significant influence to the purchasing decision. The variable which has dominant influence to the purchasing
decision is word of mouth.

Keywords: Personal Selling, Brand Image, Word of Mouth, and Purchasing Decision.