Pengaruh Iklan, Brand Image dan loyalitas terhadap Keputusan Pembelian Mobil Toyota Avanza Di Kota Surakarta

Authors

  • Erni Widiastuti Fakultas Ekonomi Universitas Surakarta

Abstract

The purpose of this study was to determine: (1) the effect of advertising on the purchasing decision of the Toyota Avanza in Surakarta, (2) the influence of brand image on the purchasing decision of the Toyota Avanza in the city of Surakarta, and (3) the influence of loyalty on the purchasing decision of the Toyota Avanza. in the city of Surakarta. This research was conducted in the city of Surakarta. Based on the calculation results, the number of samples used is about 96.04 respondents or rounded up to 97 respondents, using accidental random sampling technique. Data collection techniques used are questionnaires, documentation and literature studies. The data analysis technique in this research is Instrument Test, Multiple Linear Regression Analysis, t test, F test and coefficient of determination. From the results of Multiple Linear Regression, it is obtained that the Multiple Linear Regression Equation is as follows: Y = 2.452 + 0.361 X1 + 0.231X2 + 0.410 X3 + e. Based on the results of the study, it can be concluded that: (1) advertising has a significant positive effect on purchasing decisions for the Toyota Avanza in Surakarta. (2) Brand Image has a significant positive effect on purchasing decisions for Toyota Avanza in Surakarta. (3) consumer loyalty has a significant positive effect on purchasing decisions for the Toyota Avanza in Surakarta.

Keywords: advertising, brand image, loyalty and purchasing decisions

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Published

2022-01-23

How to Cite

Widiastuti, E. . (2022). Pengaruh Iklan, Brand Image dan loyalitas terhadap Keputusan Pembelian Mobil Toyota Avanza Di Kota Surakarta. JAMASADA: JOURNAL OF HUMAN RESOURCE MANAGEMENT, 13(1). Retrieved from https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/6801

Issue

Vol. 13 No. 1 (2019): Manajemen Sumber Daya Manusia

Section

Artikel

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Copyright (c) 2018 Erni Widiastuti

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