THE INFLUENCE OF BRAND IMAGE, PRICE PERCEPTION AND PRODUCT QUALITY ON THE PURCHASE DECISION OF TOYOTA AVANZA CAR AT HUTAMA MOBIL SAKTI BEKASI SHOWROOM

Abstract

This study aims to determine the effect of the relationship Brand Image, Perceived Price, Product Quality on Purchasing Decisions. Methods This research was carried out by path analysis using Partial Least Square (Smart-PLS) software version 3.0 with a population of Toyota Avanza car consumers at the Hutama Mobil Sakti Bekasi Showroom, 100 respondents were taken using a purposive sampling method. Research results prove that brand image has a positive effect on purchasing decisions, price perception has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions

Keywords: Brand Image, Perceived Price, Product Quality, Purchase Decision

DOI: 10.7176/JESD/14-12-10

Publication date:July 30^th 2023