The Effect of Brand Image, Price, and Product Quality on The Purchase Decision of The Toyota Innova at PT Auto 2000 Medan

Abstract

This study aims to examine and clarify the effect of Brand Image, Price, and Product Quality on the Purchase Decision of the Toyota Innova at PT Auto 2000 Medan. The study uses a quantitative method involving 159 respondents. Data were collected through questionnaires and analyzed using statistical formulas, namely multiple regression analysis processed with SPSS Version 16. The quantitative analysis shows that Brand Image has a positive and significant partial effect on the purchase decision of the Toyota Innova, as evidenced by the data analysis result of a t_calc value of 3.81 with a significance of 0.000. Price has no significant partial effect on the purchase decision of the Toyota Innova, as evidenced by a t_calc value of 1.66 with a significance of 0.000. Product quality has a positive and significant partial effect on the purchase decision of the Toyota Innova, as evidenced by a t_calc value of 3.09 with a significance of 0.000. Brand Image, price, and product quality have a positive and significant simultaneous effect on the purchase decision of the Toyota Innova, as evidenced by an F_calc value of 13.730. The adjusted R Square value of 0.495, which is the coefficient of determination, means that 49.5% of the purchase decision can be obtained and explained by brand image, price, and product quality, while the remaining 50.5% is explained by other factors or variables outside the research model.