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All Journal Jurnal Riset Akuntansi dan Bisnis Indonesia
Ariputra, Aditya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA: Studi Kasus Pada Dealer Nasmoco Cilacap Ariputra, Aditya; Saputro, Irwan; Jayanti , Esih
Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha Vol 5 No 3 (2025): Jurnal Riset Akuntansi dan Bisnis Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrabi.v5i3.1240

Abstract

This study aims to analyze the influence of brand image (X1), price (X2), and product quality (X3) on the purchase decision (Y) of Toyota cars at the Nasmoco Cilacap dealership. Data collection was conducted by distributing questionnaires to Toyota car consumers at the Nasmoco Cilacap dealership during the 2019–2025 purchase period. The sampling technique used was simple random sampling with a sample size of 210 respondents. Data analysis methods included validity and reliability tests, the MSI (Method of Successive Interval) test, classical assumption tests (linearity, normality, multicollinearity, and heteroskedasticity), multiple linear regression analysis, and hypothesis testing consisting of t-tests, F-tests, and analysis of the coefficient of determination (R²). The results of the study indicate that brand image and price do not have a significant effect on purchasing decisions, while product quality has a positive and significant effect on purchasing decisions.
Co-Authors Jayanti , Esih Saputro, Irwan