THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND PRICE ON DECISION TO BUY DAIHATSU CARS IN SURABAYA

Abstrak

The company must have superior innovation and creativity in order to create a competitive advantage in the face of the emergence of other competitors. One of the rapidly growing industries is the automotive industry, especially cars. With so many car brands available on the market, what happens is that the competition for car companies is getting tougher to grab a wider market share than other companies. The purpose of this research is to know the partial, simultaneous influence of brand image, product quality, price on purchase decisions. This study uses research subjects from Daihatsu car consumers in the city of Surabaya. Samples were taken based on a certain technique called purposive sampling using the Cochran formula so that a total of 96 people were used as samples. There is also a technique used to analyze the data which generally uses multiple linear regression analysis. This study has a regression model with the determination Y = 25.015 + 2.048 X.1 + 2.256 X.2+ 1.583X.3. The findings of this study can reveal that partially and simultaneously the brand image, product quality and price variables have a significant influence on car buying decisions. Other findings can also be stated that the biggest influence is given by brand image when compared to product quality and price