Kajian Branding Indonesia
Vol 5 No 1 (2023): Kajian Branding Indonesia

Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil

Widiastuti Alawiah (Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jl. Meruya Selatan Universitas Mercu Buana No.1, RT.4/RW.1, Meruya Sel., Kec. Kembangan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11650)
Andyan Pradipta Utama (Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jl. Meruya Selatan Universitas Mercu Buana No.1, RT.4/RW.1, Meruya Sel., Kec. Kembangan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11650)

Article Info

Publish Date
05 May 2023

Abstract

This study ains to analyze the influence of product quality, price and brand image on purchasing decisions for Toyota Calya Car at DKI Jakarta. The approach used in this research is survey research because it takes a sample from one population and take a sample size of 220 respondens with purposive sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that product quality has a positif and significant impact on purchasing decisions, the price has a positif and significant impact on purchasing decisions and brand image has a postif and significant impact on purchasing decisions.

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Journal Info
Kajian Branding Indonesia
Website

Abbrev

kbi

Publisher

Universitas Prasetiya Mulya

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics ...