FAIZAL, FAIZAL (2024) PENGARUH PPNBM, SALURAN DISTRIBUSI, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Study Pada PT. Tunas Ridean Tbk ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of VAT on Luxury Goods, Distribution Channels, and Brand Image on the purchasing decisions of Toyota Avanza cars, focusing on consumers interacting with PT. Tunas Ridean Tbk. A survey method was used to collect data from 100 respondents who were buyers or owners of Toyota Avanza cars. The data analysis method used was SEM using PLS (Partial Least Square) through SmartPLS-3 statistical software with the research instrument being a questionnaire. The research findings indicate that VAT on Luxury Goods, Distribution Channels, and Brand Image significantly influence the purchasing decision of Toyota Avanza cars. These findings suggest that consumers consider price factors due to VAT on Luxury Goods, availability through distribution channels, and brand image when making purchasing decisions. The practical implications of this research highlight the importance for automotive companies such as PT. Tunas Ridean Tbk to pay attention to marketing strategies, pricing, and brand image in enhancing sales and customer satisfaction. Keywords: PPnBm, Distribution Channels, Brand Image, Purchasing Decision Penelitian ini bertujuan untuk menganalisis pengaruh PPnBm, Saluran Distribusi, dan Citra Merek terhadap keputusan pembelian mobil Toyota Avanza, dengan fokus pada konsumen yang berinteraksi dengan PT. Tunas Ridean Tbk. Metode survei digunakan untuk mengumpulkan data dari 100 responden yang merupakan pembeli atau pemilik Toyota Avanza. Metode analisis data yang digunakan adalah SEM dengan menggunakan PLS (Partial Least Square) melalui software statistic SmartPLS-3 dengan instrument penelitian adalah kuisioner. Hasil penelitian menunjukkan bahwa PPmBm, Saluran Distribusi, dan Citra Merek secara signifikan berpengaruh terhadap Keputusan Pembelian mobil Toyota Avanza. Temuan ini menghasilkan bahwa konsumen mempertimbangkan faktor harga akibat PPnBm, ketersediaan melalui saluran distribusi, dan citra merek saat membuat keputusan pembelian. Implikasi praktis dari penelitian ini adalah pentingnya perusahaan otomotif seperti PT. Tunas Ridean Tbk untuk memperhatikan strategi pemasaran, harga, dan citra merek dalam meningkatkan penjualan dan kepuasan pelanggan. Kata Kunci : PPnBm, Saluran Distribusi, Citra Merek, Keputusan Pembelian
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