Analysis of the Effect of Brand Image, Product Quality, and Price Perception on Consumer Purchase Decisions for Toyota Avanza PT. Hasjrat Abadi Manado during PPnBM policy
Keywords:
Brand Image, Product Quality, Price Perception, Consumer Purchase Decisions
Abstract
This study aims to test and analyze whether brand image, product quality, and price perception have a simultaneous and partial effect on consumer purchasing decisions for Toyota Avanza PT. Hasjrat Abadi Manado during the PPnBM policy. As respondents, 97 respondents were buyers of Toyota Avanza cars from March 2021 to August 2021. This study uses the analysis method of validity and reliability testing, classical assumption test, hypothesis testing, multiple linear and regression, and coefficient of determination test. This study found that simultaneously or simultaneously brand image, product quality, and price perception affect consumer purchasing decisions for Toyota Avanza during the PPnBM policy. Separately or partially only brand image has no effect on consumer purchasing decisions. Therefore, the Toyota Avanza brand image must continue to be improved even though it is well known.
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2. Angipora, Marius. (2000). Marketing Fundamentals. Second Edition. Jakarta: PT Raja. Grafindo Persada.
3. Amron (2018), The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer's Buying Decision of MPV Cars
4. Private Basu, Dharmesta and Irawan, (2008) Modern Marketing Management. Liberty, Yogyakarta.
5. Benjamin Molan(2009) Marketing Management, Volume 1 12th Edition. Jakarta Translation: PT. Kind of Brilliant Jaya.
6. Daryanto. (2011). Marketing Management: Sari College. Bandung: One Nusa.
7. Dhanabalan (2018). Factors influencing consumer car purchasing decision in India automobile industry. International Journal of Mechanical Engineering and Technology (IJMET) Volume 9, Issue 10, October 2018, pp. 53–63
8. Dharmastaand T. Hani Handoko. (2000). Management. Marketing, Consumer Behavior Analysis. Yogyakarta: BPFE-Yogyakarta.
9. Farrah. (2005). Integrated Service Management Approach. PT. Ghalia Indonesia: Bogor
10. Gautam (2014), Purchase decision of Indian consumers: the factors of attraction while purchasing a car. Journal Studies in Business and Economics no. 9(3)/2014.
11. Gumilar, Sumarwan, and Sartono (2020). Analysis of factors affecting car purchasing decisions. Journal of Innovation 16(1): 60-71.
12. Harper W. (2000). Marketing Management “a strategic approach with a global orientation”, Jakarta : Erlangga.
13. Imaningsih and Rohman (2018). Model product quality, promotion, price, and consumer purchasing decisions. Journal of Economics/Volume XXIII, No. 02, July 2018: 260-271
14. Istiyanto and Nugroho (2016). Analysis of the Effect of Brand Image, Price, and Product Quality on Car Purchase Decisions (Case Study of LCGC Cars in Surakarta). EKSIS Journal, Vol 12, No 1 April 2017
15. Janah (2013). The relationship between Suzuki car brand image and consumer purchasing decisions at the Purwokerto new car dealer. Journal of Psychological Talent Vol 2 No 2 August 2013
16. Josephine Reena, R. Kanthiah Alias Deepak, C. Velaudham and M. Manivannan, (2019) Influence of brand image on purchase intention towards fmcg products. Journal of Emerging Technologies and Innovative Research (JETIR) Volume 6, Issue 1.
17. Joshi, Dipanti (2017). A Study on factors influencing consumer's preference while making purchase decision of first own car in Ahmedabad city. Roots International Journal of Multidisciplinary Researches. Vol.2 Special Issue 2 February 2018 ISSN: 2456-5571
18. Kotler and Keller. (2009). Marketing Management. Volume I. 13th Edition. Jakarta: Erlangga.
19. Kotler, Phillip and Kevin Lane Keller.(2016). Marketing Management Edition 12 Volume 1. & 2. Jakarta: PT. Index.
20. Kotler, Philips. (2007). Marketing Management. Twelfth Edition. Jakarta.
21. Lamb Charles, Joseph F. Hair, Carl McDaniel. 2001. Marketing, First Edition. Salemba Four. Jakarta.
22. Lee and Govindan (2014). Emerging issues in car purchasing decisions. Academic Research International Vol. 5(5) September 2014.
23. NugrohoJ. S, (2003), Consumer Behavior, First Edition, Prenada Media, Jakarta
24. Pramesti and Supadmi (2017). Effect of PPN, PPnBM, and PKB progressive tariffs on consumer purchasing power of four-wheeled motorized vehicles. E-Jurnal Accounting Vol 8 (1) ISSN 2302-8556
25. Putra, Djoko, and Nugraha (2015). The influence of product quality, brand image, and price on the decision to purchase a Toyota Avanza car at PT. Nasmoco Majapahit Semarang. Journal of Administrative Sciences Vol 9 No 4 Diponegoro University
26. Pajaree Ackaradejruangsri (2012), The effect of product quality attributes on Thai Consumers buying decisions. Ritsumeikan Journal of Asia Pacific Studies Volume 33, 2013.
27. Peter, J. Paul & Jerry C. Olson. (1999). Consumer Behavior, and consumer behavior. Marketing Strategy. Second Volume, Fourth Edition. Damos translation
28. Rokhman (2019). Effect of Price, Product Quality, and Brand Image on Customer Satisfaction Toyota Lcgc (Low Cost Green Car). Thesis of Management Study Program, Faculty of Economics, Business and Social Sciences, Universitas Pelita Bangsa Bekasi-2019.
29. Saputra and Binalestari (2017). The influence of brand image and product quality on purchasing decisions for Isuzu Panther cars in Semarang. Diponegoro University Journal Of Social And Politic, Business Administration 2017
30. Simbolon, Handayani, and Nugraedy (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), November 2020, 187-196 DOI: 10.21512/bbr.v11i3.6420
31. Schiffman and Kanuk. (2008). Consumer behavior. Edition 7. Jakarta: Index
32. Suhud and Willson (2019). Low-cost green car purchase intention: measuring the role of brand image on perceived price and quality. International Journal of Economics and Business Administration, Volume VII, Issue 3, 238-249, 2019
33. Sutisna. (2001). Consumer Behavior and Marketing Communications. Bandung: PT. Rosdakarya Youth.
34. Tazkia Anindita et al (2020). The effect of product quality, price, and promotion on car purchasing decisions for Honda BR-V (case study of Honda BR-V sales at Honda dealers Bandung). PalArch's Journal of Archeology of Egypt/Egyptology Vol 17 (10)
35. Taxvia, Riyadi, Devie (2020). The Influence of Brand Image, Product Quality, and Price on Purchase Decisions for Nissan Type Livina. JOBS Journal, Vol. 6, No. 2, Dec. 2020. pISSN:2461-0704, eISSN: 2467-8790
36. Tirtaatmaja, Tampi, and Punuindoong (2019). The influence of brand image and price on the decision to buy a Toyota Avanza car at PT. Hasjrat Abadi Tendean Manado. Journal of Business Administration Vol. 9. No. 1, 2019 (p-ISSN 2338-9605; e-2655-206X)
37. Tjiptono, Fandy. (2012). Marketing strategy. Yogyakarta: Andi. offset.
Published
2022-01-17
How to Cite
Zakawerus, R. Y., Mananeke, L., & Tumbuan, W. J. (2022). Analysis of the Effect of Brand Image, Product Quality, and Price Perception on Consumer Purchase Decisions for Toyota Avanza PT. Hasjrat Abadi Manado during PPnBM policy. International Journal on Economics, Finance and Sustainable Development, 4(1), 124-134. https://doi.org/10.31149/ijefsd.v4i1.2609
Section
Articles
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