WIDYA MANAJEMEN
Vol 4 No 1 (2022): Widya Manajemen

Pengaruh Kualitas Produk, Citra Merek, dan Promosi terhadap Keputusan Pembelian Mobil Toyota Sienta di Auto2000 Cabang HR Muhammad Surabaya

Debito Andri Kristanto (Prodi Manajemen, Fakultas Ekonomi dan Bisnis, UPN Veteran Jawa Timur, Surabaya)
Hery Pudjoprastyono (Prodi Manajemen, Fakultas Ekonomi dan Bisnis, UPN Veteran Jawa Timur, Surabaya)

Article Info

Publish Date
01 Feb 2022

Abstract

This research was conducted at the Auto2000 dealer, HR Muhammad Surabaya branch, East Java. The purpose of this research is to determine the effect of product quality, brand image, and promotion on purchasing decisions. The total sample is 60 respondents, using the non-probability sampling method. Collecting data using a questionnaire with a sample of consumers who buy Toyota Sienta cars at the Auto2000 dealer HR Muhammad Surabaya branch. The analysis technique uses Partial Least Squares (PLS). In the study, it was found that product quality and brand image had a significant positive effect on purchasing decisions. Meanwhile, the promotion has no significant positive effect on purchasing decisions

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Journal Info
WIDYA MANAJEMEN
Website

Abbrev

widyamanajemen

Publisher

Universitas Hindu Indonesia

Subject

Economics, Econometrics & Finance Social Sciences

Description

Widya Manajemen merupakan jurnal di bawah naungan Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia Denpasar sebagai wadah informasi ilmiah bidang manajemen baik itu manajemen pemasaran, manajemen SDM, manajemen keuangan, manajemen operasional, manajemen ...