PENGARUH CITRA MEREK, GAYA HIDUP, DAN MEDIA SOSIAL TERHADAP MINAT BELI PADA MOBIL BEKAS MEREK TOYOTA KIJANG INNOVA REBORN DIESEL DI SURABAYA

Abstract

This research aims to determine the effect of brand image, life-style, and social media on the purchasing intention of a secondhand car, Toyota Kijang Innova Reborn Diesel in Surabaya. The research applies quantitatively. Furthermore, the population consists of candidate consumers who are interested in and find a secondhand car, Toyota Kijang Innova Reborn Diesel in Surabaya with an unknown number (infinite population). Furthermore, with the Lemeshow formula, 100 respondents were selected as samples. The data collection technique used purposive sampling. The instrument in the data collection technique was a questionnaire. Additionally, the data analysis technique used multiple linear regression with SPSS 26. The result of the hypothesis test (t-test) shows that brand image, lifestyle, and social media have a positive and significant effect on the purchasing intention of a secondhand car, Toyota Kijang Innova Reborn Diesel in Surabaya. Based on the result of the determination coefficient (R-Square), there is 0.766. This indicates that brand image, lifestyle, and social media can explain 76.6% of the purchasing intention. Meanwhile, the 23.4% can be affected by other variables outside the research.