Journal of Management and Business Environment (JMBE)
Vol 2, No 1: July 2020

The Role of Marketing Mix, Corporate Image and Brand Equity in Purchase Decision of Daihatsu Ayla

David Gunawan (Soegijapranata Catholic University)

Article Info

Publish Date
04 Aug 2020

Abstract

The purpose of this research was to understand the influence of marketing mix, corporate image, and brand equity on decision to purchase Daihatsu Ayla from PT Astra International, Tbk – Daihatsu Sales Operation, Branch of Majapahit Semarang. The results indicated that the three variables significantly influence purchase decision dan corporate image was the variable with the strongest influence. It was also found that corporate image and brand equity are the moderating variables for marketing mix in influencing purchase decision of Daihatsu Ayla. The company can use the results for creating programs intended to strengthen corporate image and brand equity that will strengthen the influence of marketing mix on decision to purchase Daihatsu Ayla

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Journal Info
Journal of Management and Business Environment (JMBE)
Website

Abbrev

JMBE

Publisher

Universitas Katolik Soegijapranata

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

Description

The Journal of Management and Business Environment (JMBE) is a blind-review journal that is published by Magister Management, Soegijapranata Catholic University, Semarang, Indonesia. The journal is intended to provide forums for academicians and practitioners to disseminating relevant, high quality ...