PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK TOYOTA AGYA PADA PT AGUNG TOYOTA SIPIN JAMBI

IMAM JAKA SUBEKTI, IMAM JAKA SUBEKTI (2020) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK TOYOTA AGYA PADA PT AGUNG TOYOTA SIPIN JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT ( IMAM JAKA SUBEKTI / 14008612012044 / EFFECT OF BRAND IMAGE ON PURCHASING DECISION OF TOYOTA AGYA BRAND CAR IN PT AGUNG TOYOTA SIPIN JAMBI / Tutors I Hj. Atikah , SE , MM . Tutors II Achmad Irwansyah, SE , MM) Cars are no longer a luxury item but one of the primary needs for humans. This is demonstrated by the increasingly crowded car market in Indonesia. The many types of products offered by producers make the purchasing decision process will be the longer wrong factor that makes consumers decide to buy a product is brand image. This research aims to determine the effect of Brand Image on purchasing decisions of Toyota Agya brand cars at PT Agung Toyota Sipin Jambi and to know how much influence these variables both simultaneously and partially. In this study using quantitative descriptive analysis methods. Data used is the primary data and secondary data obtained directly from the community of Jambi people who became the consumer of Toyota Agya cars from the results of spreading the list of statements in the form of a questionnaire relating to the Brand Image and attitudes Purchase decision with each indicator that affects the consumer's stance in making the Toyota Agya brand car purchase decision as well as other supporting data. In analyzing data used linear regression analysis simple testing through T test to know the magnitude of the effect of Brand Image on the purchase decision of Toyota Agya brand cars at PT Agung Toyota Sipin Jambi simultaneously. Data processed with the help of the computer IE program SPSS. 20.0 Based on the results of the research, it was found the magnitude of variable influence of the Brand Image simultaneously to increase purchase decision which is 65.70% while the remainder is 34.30% influenced by other factors outside the study.

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