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All Journal Jurnal Mandala Pengabdian Masyarakat Instal : Jurnal Komputer Sultra Civil Engineering Journal (SCiEJ) Elementary Journal : Jurnal Pendidikan Guru Sekolah Dasar AgriMu JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah
Ardiansyah, Muh.
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Transportation Other

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Journal : JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah

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The Influence of Brand Image and Adversiting on Daihatsu Car Purchase Decisions at PT. Jujur Jaya Sakti Palopo Mahmut*, Cici; Nurjannah, Nurjannah; Ardiansyah, Muh.; Talubun, Adryanto; Dandi, Dandi
JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Vol 9, No 3 (2024): Agustus, Education, Social Issue and History Education.
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimps.v9i3.32286

Abstract

This study examines the influence of brand image and advertising on the purchase decisions of Daihatsu cars at PT. Jujur Jaya Sakti Palopo. Amidst the increasingly fierce competition in the automotive industry, understanding the factors that influence consumer decisions is crucial for companies. A strong brand image can enhance customer loyalty and support business growth, while effective advertising can attract interest and influence consumer purchasing behavior. This research employs a quantitative approach with a survey design, where data was collected through questionnaires distributed to 100 respondents who had purchased Daihatsu cars at PT. Jujur Jaya Sakti Palopo. The analysis results indicate that both brand image and advertising have a significant impact on purchase decisions, with brand image contributing more significantly. These findings provide important implications for the development of marketing strategies, particularly in brand image management and the optimization of advertising campaigns. Furthermore, this study highlights the importance for companies to strengthen their brand image through various efforts such as improving product quality, after-sales services, and engagement in social activities that can enhance positive consumer perceptions. Additionally, the optimization of advertising, which includes the selection of appropriate media, relevant messaging, and suitable advertising frequency, should also be considered to maximize the impact on consumer purchase decisions. Overall, the results of this study are expected to serve as a guide for PT. Jujur Jaya Sakti Palopo in formulating more effective and efficient marketing strategies, enabling them to compete with other players in the automotive industry.
Co-Authors Abdul Malik Ahlun Ansar Anggraini, Yuyun Ansar Ansar Anwar, Andi Rahayu Aris Munandar Arismunandar Asriyanti Syarif, Asriyanti Dandi, Dandi Fathur Rahman Rustan Fitri, Nurul Halil, Abdul Hasrun, Khusnul Khatimah Israwahyudi, Israwahyudi Justam, Justam Kurniawan, Fahmi M. Hasanuddin Mahmut*, Cici Nurjannah Nurjannah Puspaningtyas, Retno Sumarlin Mus Talubun, Adryanto