FAISAL, GIAN (2018) PENGARUH BRAND IMAGE, BRAND TRUST DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TOYOTA AVANZA DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aimed to analyse the effect of brand image, brand trust and price on purchase decisions. The variables in this study consisted of brand image (X1), brand trust (X2), price (X3) as the independent variable and purchase decisions (Y) as the dependent variable. The population in this study are consumers who use Toyota Avanza products located in Jakarta Barat. The sample in this study amounted to 140 respondents. Sampling technique using sampling techniques purposive sampling. Methods of data collection in this study using interviews and questionnaires. The data analysis used is multiple linear regression analysis using SPSS 23. Based on the results of data analysis shows that the partially variable brand image, brand trust and price have a positive and significant effect on purchase decisions on products Toyota Avanza. Simultaneously the three independent variables brand image, brand trust and price have a positive and significant effect on purchase decisions on products Toyota Avanza. Keyword : Brand Image, Brand Trust, Price, Purchase Decisions Penelitian ini bertujuan untuk menganalisis pengaruh brand image, brand trust dan harga terhadap keputusan pembelian. Variabel dalam penelitian ini terdiri dari brand image (X1), brand trust (X2), harga (X3) sebagai variabel bebas dan keputusan pembelian (Y) sebagai variabel terikat. Populasi dalam penelitian ini adalah konsumen yang menggunakan produk Toyota Avanza yang berada di Jakarta Barat. Sampel dalam penelitian ini berjumlah 140 responden. Teknik penentuan sampel menggunakan teknik sampling purposive sampling. Metode pengumpulan data dalam penelitian ini menggunakan wawancara dan kuesioner. Analisis data yang digunakan yaitu analisis regresi linear berganda dengan menggunakan SPSS 23. Berdasarkan hasil analisis data menunjukkan bahwa secara parsial variabel brand image, brand trust dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk Toyota Avanza. Secara simultan ketiga variabel bebas yaitu brand image, brand trust dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk Toyota Avanza. Kata kunci : Brand Image, Brand Trust, Harga, Keputusan Pembelian
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