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Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Toyota Rush Melalui Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Toyota Rush di Nasmoco Kota Semarang)

*Michael Aditya Kurniawan  -  Diponegoro University, Indonesia
Agung Budiatmo  -  Universitas Diponegoro, Indonesia

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Abstract
Abstract: Toyota is one of the outstanding car brands in Indonesia and also as a market leader in the automotive industry. The author conducted research to seethe effect of a brand image, price, purchase decisions and purchasing decisions. This type of research is explanatory research. The technique sampling using non-probability and purposive sampling with a sample of 100 respondents who are users and buyers of the Toyota Rush at Nasmoco Semarang. Research shows that brand image also has a positive and significant on buying interest, brand image also has a positive and significant on purchasing decisions, price also has a positive and significant on buying interest, prices also has positive and significant on buying decision, buying interest also has a positive and significant on purchasing decisions, there is also has a positive and significant effect of brand image on purchasing decisions through buying interest, there is also has a positive and significant effect of price on purchasing decisions through buying interest. Suggestions purchasing decisions is to improve the variable brand image, price and buying interest. In the aspect of brand image, companies need to strengthen the concept of "freedom unlimited" so that it is more accepted by the community. In the aspect of price, companies need to review prices that consumers think are still quite affordable, so that companies set prices that are in accordance with the people in the city of Semarang. In the aspect of purchasing decisions the company can increase the values of the brand image, price, and purchase interest so that it has a positive impact on Toyota Rush car sales.

 

Keywords: Brand Image; Price; Buying Interest and Purchasing Decisions

 

Abstrak: Toyota adalah merek mobil yang berada di indonesia dan juga sebagai market leader dalam dunia industri otomotif. Penulis melakukan penelitian untuk melihat pengaruh citra merek, harga, keputusan pembelian dan minat beli. Tipe penelitian ini adalah eksplanatori. Pengambilan sampel penelitian menggunakan non probability dengan teknik purposive sampling dengan 100 responden yang merupakan yang merupakan pengguna dan pembeli Toyota Rush di Nasmoco Semarang. Berdasarkan hasilnya citra merek punya pengaruh positif dan signifikan terhadap minat beli, citra merek juga berpengaruh positif dan signifikan terhadap keputusan pembelian, harga juga berpengaruh positif dan signifikan terhadap minat beli, harga juga berpengaruh positif dan signifikan terhadap keputusan pembelian, minat beli juga berpengaruh positif dan signifikan terhadap keputusan pembelian, terdapat juga pengaruh positif dan signifikan citra merek terhadap keputusan pembelian melalui minat beli, terdapat juga pengaruh positif dan signifikan harga terhadap keputusan pembelian melalui minat beli. Saran penulis untuk keputusan pembelian adalah perbaikan pada variable citra merek, harga dan minat beli. Pada aspek citra merek, perusahaan perlu menguatkan konsep “freedom unlimited” agar lebih diterima di masyarakat. Pada aspek harga, perusahaan perlu meninjau ulang harga yang menurut konsumen masih cukup terjangkau, agar perusahaan menetapkan harga yang sesuai dengan pendapatan masyarakat di kota semarang. Pada aspek keputusan pembelian, perusahaan dapat meningkatkan nilai-nilai citra merek, harga, dan minat beli sehingga memberikan dampak positif bagi penjualan mobil Toyota Rush.

Kata kunci: Citra Merek; Harga; Minat Beli dan Keputusan Pembelian

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Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Toyota Rush Melalui Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Toyota Rush di Nasmoco Kota Semarang)
Subject Brand Image, Price, Buying Interest, Purchasing Decisions
Type turnitin
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Keywords: Brand Image; Price; Buying Interes; Purchasing Decisions

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