PENGARUH KUALITAS PRODUK, CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL JENIS MPV MEREK TOYOTA KIJANG INNOVA DI SEMARANG
Abstract: Currently, the development of a fairly rapid
rise in population as well as the various work activities everyone lets all
activities must be done quickly. So that people can do the work quickly, it
means supporting, such as means of transport. One of the means of
transportation is a car. Between different types of cars, there is one kind of
the most favorite consumers, namely Multi Purpose Vehicle (MPV). When this kind
of car MPV having the market share of the highest such as toyota innova, who
ranks to 1. Nevertheless, in every year market share Toyota Kijang Innova
tending to decline. It shows that also interested consumers to buy brand other
than Toyota Kijang Innova. Many factors that could affect the decision this
purchase products, like qualities , brand image prices and promotion
The population in this research consumers who buy Toyota Innova in
Semarang city whose number is unknown. The sample in this study were 96
respondents. Sampling techniques in this research was conducted with the
Purposive Sampling technique. Its data type is primary. Method of data
collection using the questionnaire. Analysis technique used is multiple
regression.
The result of analysis shows that product quality, brand image, price,
and promotion have positive and sienificant effect on buyine decision. Product
quality of Toyota Kijang Innova is relatively grand according to the consumen.
Penulis: Hendra Noky
Andrianto, Idris Idris
Kode Jurnal: jpmanajemendd131113
