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All Journal ProBisnis : Jurnal Manajemen
Ummi Kalsum
Multi Data University Palembang
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Influence of Brand Image and Price on Interest in Buying Toyota Cars at Auto 2000 Palembang City Ummi Kalsum; Megawati Megawati
ProBisnis : Jurnal Manajemen Vol. 14 No. 4 (2023): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i4.273

Abstract

This study aims to analyze the effect of brand image and price on the intention to buy a Toyota car at Auto 2000 Palembang city. This study uses a descriptive quantitative method and a sample of 300 respondents. The data analysis method uses non-probability sampling, purposive sampling, and multiple regression using the SPSS version 26 test tool. Based on the research results, it shows that the Brand Image and Price variables have a significant and positive effect, both partially and simultaneously, on Interest in Buying Toyota Cars at Auto 2000 in the city of Palembang.
Co-Authors Megawati Megawati