Brand Image Mobil Daihatsu Sigra terhadap Keputusan Pembelian di PT. Astra International Tbk. Daihatsu Malalayang

Ronaldo D. Wajongkere (Program Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Johny R. E. Tampi (Program Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Lucky F. Tamengkel (Program Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)

Productivity
Vol 1 No 5 (2020): Additional Issue

This study aims to determine the effect of brand image and which variables have the dominant influence on purchasing decisions for Daihatsu Sigra cars at PT. Astra International Daihatsu Tbk. Malalayang. The variables in question are corporate image, user image and product image. This research was conducted at PT. Astra International Daihatsu Tbk. Malalayang. The research model used is the method of observation, interviews, questionnaires and literature study which is carried out systematically based on the research objectives. The method of analysis used is multiple regression method. Then using the F test to determine the brand image variables (corporate image, user image and product image) simultaneously affect the decision to buy a Daihatsu Sigra car and the T test to determine the variable brand image corporate image, user image and product image which is more dominant in influencing the car. Daihastu Sigra's purchase decision. The results showed that the variable brand image (corporate image, user image and product image) simultaneously affects the purchasing decision of a Daihatsu Sigra car. From the variable brand image (corporate image, user image and product image), it turns out that the product image variable is more dominant in influencing the decision to buy a Daihastsu Sigra car. Thus, the hypothesis can be accepted.