Pengaruh Brand Image Terhadap Purchase Intention Produk Toyota Astra Motor (TMMIN) di Jawa Barat - Muzhaffar, Muhammad Azhar Farrell; Wardhana, Aditya (Jurnal Manajemen STIE Muhammadiyah Palopo, 2023)
Abstract The research focused on Toyota Astra Motor (TMMIN) in West Java, given the high sales of the Toyota brand in the region. Car sales data for 2022 shows Toyota's dominance with a significant number of units. In this context, brand image is considered to have a strong influence on consumer purchase intent. The results of the study are known that Brand image has a partial influence on Toyota's Purchase intention in West Java based on the results of the hypothesis test, namely known tcalculate value for the Brand image variable of 15,858 and the ttable value of 1,985. The significance value is 0.000. This means that the calculated value > ttable (15.858 > 1.985) and the significance value is smaller than the level of significance (0.000 < 0.05) then H0 is rejected, H1 is accepted, which means that there is a significant influence between Brand image on the Purchase intention of Toyota Astra Motor products in West Java.Keywords:Â  Brand Image, Purchase Intention, Product.AbstrakPenelitian ini difokuskan pada Toyota Astra Motor (TMMIN) di Jawa Barat, mengingat tingginya penjualan merek Toyota di wilayah tersebut. Data penjualan mobil tahun 2022 menunjukkan dominasi Toyota dengan jumlah unit yang signifikan. Dalam konteks ini, brand image dianggap memiliki pengaruh kuat terhadap purchase intention konsumen. Hasil penelitian diketahui bahwa Brand image memiliki pengaruhi Purchase intention Toyota di Jawa Barat secara parsial berdasarkan hasil uji hipotesis yaitu diketahui nilai thitung untuk variabel Brand image sebesar 15,858 dan nilai ttabel nya sebesar 1,985. Nilai signifikasi sebesar 0,000. Berarti nilai thitung > ttabel (15,858 > 1,985) dan nilai signifikasi lebih kecil daripada taraf signifikasi (0,000 < 0,05) maka H0 ditolak, H1 diterima, yang artinya terdapat pengaruh secara signifikan antara Brand image terhadap Purchase intention produk Toyota Astra Motor di Jawa Barat.Kata Kunci: Brand Image, Purchase Intention, Produk.