Pengaruh Kualitas, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Mobil Toyota (Studi Pada Pengguna Mobil Toyota Di Lowokwaru Malang)

Abstract

Abstract

 

Toyota is one of the largest car manufacturers in the world. The company headquartered in Tokyo (Japan) was founded on August 28, 1937, or 86 years ago. Its founder is Kiichiro Toyoda. PT. Toyota-Astra or commonly abbreviated as TAM is the Sole Agent Brand Holder (ATPM) for Toyota and Lexus Cars in Indonesia. TAM is a joint venture company between PT. Astra Internasional Tbk with 51% share percentage and Toyota Motor Corporation, Japan with 49% share percentage. This study aims to determine and analyze the effect of quality, price, and brand image on Toyota car purchase decisions for Toyota car users in Lowokwaru Malang. This research uses quantitative methods. The population in this study were Toyota car owners in Lowokwaru, Malang City. The data collection technique is by distributing questionnaires. The sample for this study was taken using a purposive sampling technique with the Malhotra formula (2016: 291) it is stated in the marketing research book that at least the sample must be four or five times the number of question items. So in this study using the number of samples obtained then 5 x 71 (number of question items). The number of respondents to Toyota car users in Lowokwaru Malang. The variables in this study are Quality (X1), Price (X2), Brand Image (X3), and Purchase Decision (Y). The data analysis method used is an instrument test, normality test, classic assumption test, multiple linear regression analysis test, hypothesis test, and coefficient of determination test with the help of SPSS 25 software for windows. The results of this study indicate that 1. Variable Quality (X1) no significant effect on purchasing decisions (Y). 2. Price variable (X2) has a positive and significant effect on purchasing decisions (Y). 3. Brand image variable (X3) has a positive and significant effect on purchasing decisions (Y). 4. Quality Variable (X1) has no positive and significant effect on purchasing decisions, while Price (X2) and Brand Image (X3) have a very positive and significant effect so that Toyota car sales always increase.

 

Keywords: Quality, Price, Brand Image, and Purchase Decision.