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MUHAMMAD BAKRI
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Journal : advances in business

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The Influence of Brand Image and Price on Toyota Avanza Car Purchasing Decision Bakri, Muhammad
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.79

Abstract

Purpose: This study investigates the impact of brand image and price on the decision to purchase Toyota Avanza cars in Indonesia. The research aims to determine which factor—brand image or price—strongly influences consumer behavior and whether brand image mediates the relationship between price and purchase decision. Research Design and Methodology: Data were collected from 384 respondents through structured questionnaires using a quantitative descriptive approach. The sample consisted predominantly of males aged 25-35, a key demographic in the automotive market. The study employed Confirmatory Factor Analysis (CFA) to ensure construct validity and Cronbach's Alpha to confirm reliability. Multiple linear regression and path analysis were conducted to examine the relationships between variables. Findings and Discussion: The analysis revealed that brand image and price significantly affect purchase decisions, with brand image having a more substantial impact. Furthermore, path analysis demonstrated that brand image is a mediator between price and purchase decision, indicating that the perception of brand value enhances the influence of price on consumer choices. Implications: These findings have significant implications for automotive companies. They suggest that to effectively influence consumer behavior, companies should prioritize enhancing their brand image over engaging in price competition. This study makes a substantial contribution to marketing strategy development in the automotive sector. It also recommends future research that incorporates longitudinal designs and additional variables, such as cultural and psychological factors, to better understand consumer decision-making processes across different markets.
Co-Authors , Mawardi , Mukhdasir , Nelly , Sufitrayati -, Rampeng Abdul Haris Abdul Rakhfid, Abdul Abeng, Andi Tenri Agustus Sani Nugroho & Ema Rahmawati Heryaman, Agustus Sani Nugroho & ahmad syauqi, ahmad Amaliyah, Syaila Nur Amar Andi Agusniati Andi Irawana Andi Tenri Abeng Anggreani, A. Vivit Angreani, A.Vivit Angreani, Andi Vivit Anita Ahmad Kasim Annisa Annisa Arwinence Pramadewi Asdar Asdar Asmaul Husna Asnariza Astuti Ahmad Awaluddin Awaluddin Azlindah, Azlindah Baehaqi Bahar, Megawati Baso, R Burhanuddin Chairul Amni, Chairul Coralia, Febriyanti Ernianah, Ernianah Evya, Evya Fachrozi, Ahmad Fendi Fendi Gazali Amin Hamdiah, Cut Hamsiah, Andi Hasanuddin " hasyim, hasyim Hawati, Hawati Herlina Herlina I Gusti Bagus Wiksuana Ida Ariyani Ida Ayu Putu Sri Widnyani Idris, Syahril Ikhbar, Samsul Ilyas Ilyas Irdinal Arief Iwan Permadi Jainuddin, Jainuddin Khairuna Lamasitudju, Chairunnisa Malahayati Malahayati Malik, Kurnia Mas'ud Muhammadiah Mauga, Rifai Molier, Dahlia D Mosriula, Mosriula Muhammad Erfan, Muhammad Muhammad, Afiat Musdalipa, Musdalipa Nengsih, Rita Nirwansha, Nola Putri Nur Rezky Ramadhan Nurjannah Nurwijayanti Nuryanti ' Pratiwi, Alfina Rahmaniah, Rahmaniah Restu Januarty Hamid Rifai Mardin Risman Risman Rochmady Rosmawati Rosmawati Sadiqin, Raibul Santosa, Yoyok Nurkaya Sarong, Sumarni St Muriati, St Syam, Ulfah Syamsuddin, Nurfiani Taufik Ali, Andi Muhammad Thaha, Lutfiah Wahid, Areski Widodo S Pranowo Widyawati Wirdayanti Wulan, Wa Ode Sry Yassir Yassir Yusnidar, St Zainal Zulfikar, A. Iman