ProBisnis : Jurnal Manajemen
Vol. 14 No. 4 (2023): August: Management Science

The Influence of Brand Image and Price on Interest in Buying Toyota Cars at Auto 2000 Palembang City

Ummi Kalsum (Multi Data University Palembang)
Megawati Megawati (Multi Data University Palembang)

Article Info

Publish Date
30 Aug 2023

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.

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Journal Info
ProBisnis : Jurnal Manajemen
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Abbrev

ProBisnis

Publisher

Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

ProBisnis: The Management Journal was previously published in print, then in 2020 it was changed to online. This journal has ISSN: 2086-7654( Print) and ISSN: 2808-7240(Online). The scope of this journal is Economics, Management, Marketing, Strategic Management, Entrepreneurship, Leadership ...