THE INFLUENCE OF BRAND EQUITY, QUALITY OF SERVICE, LOYALTY AND WORD OF MOUTH ON PURCHASE DECISION OF XPANDER CAR

AlQadri Ilham
Otto Randa Payangan
Andi Nur Bau Massepe

Hasanuddin Journal of Applied Business and Entrepreneurship
Vol 4 No 2 (2021)

This study aims to determine and analyze the effect of marketing strategies partially influencing the purchase decision of a Mitsubishi Xpander car. This writing uses a random sampling technique, used a sample of 130 respondents. To apply these objectives, data collection techniques through questionnaires are used, with multiple linear regression analysis, and hypothesis testing. Based on the results of multiple linear regression analysis, it shows that the variables Brand equity, Service Quality, Loyalty, Word of Mouth significantly affect the purchasing decision of the Mitsubishi Xpander Car. Thus, there is a partially influencing marketing strategy on the purchasing decision of the Mitsubishi Xpander Car.