Pengaruh Harga, Persepsi Kualitas, Citra Merek Dan Kepercayaan Merek Terhadap Keputusan Pembelian Mitsubishi Xpander Di Provinsi Jawa Tengah

Irsyad Octoviandre Sharliz (Sekolah Tinggi Ilmu Ekonomi Surakarta, Sukoharjo)
Atik Lusia (Sekolah Tinggi Ilmu Ekonomi Surakarta, Sukoharjo)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 3 No. 2 (2023): Juni : Jurnal Ekonomi dan Manajemen

The purpose of this study was to determine the effect of price, perceived quality, brand image and brand trust on purchasing decisions for Mitsubishi Xpander in Central Java province. This research was conducted in the city of Solo. The data collection method in this study used a questionnaire filled out by respondents, namely people who had bought a Mitsubishi Xpander car in the city of Solo. Sampling of 116 respondents in this study used a purposive sampling method. The results of the analysis using multiple linear regression show that the variables Perceived Quality and Brand Trust have a significant effect on Purchasing Decisions, while the Price and Brand Image variables have no significant effect on Purchase Decisions. The results of the t-test analysis show that perceived quality and brand trust have a significant effect on purchasing decisions, while the price and brand image variables have no effect on purchasing decisions.