Pengaruh kualitas, harga dan citra merek terhadap pengambilan keputusan pembelian LCGC Toyota Agya di wilayah JABODETABEK

Abstract

In this globalization era, the cars are needed by many people. Demand of the cars has been growing up now. Because of that, companies must improve their quality, price and image to face the competition. The goals of this research are to identify characteristics of the respondents Toyota Agya, analyze consumer perception of quality, price and brand image and analyze the influence of quality, price and brand image toward Low Cost and Green Car (LCGC) Toyota Agya purchase decision. This research used multiple linear regression analysis to process data. The independent variables are quality, price and brand image. The result of F Test shows that quality, price and brand image affecting LCGC Toyota Agya purchase decision simultaneously. The results of t test show that quality (sig 0.011), price (sig 0.004) and brand image (sig 0.000) positively and significantly affecting LCGC Toyota Agya purchase decision.