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The Influence of Brand Image and Price Towards Car Purchasing Decisions at Liek Motor Indrapura Surabaya

Year: 2024

Type: article

Abstract: Determining a brand of product that consumers will choose is one of the influences towards consumer purchasing decisions in choosing that product. This research aims to determine the influence of brand image and price on the decision to purchase a Toyota car at PT. Liek Motor Indrapura Surabaya. The type of research used is quantitative research carried out by filling out questionnaires by consumers. The research results show that partially brand image and price have a positive effect on consumer purchasing decisions for Toyota cars at PT. Liek Motor Indrapura Surabaya. The better the brand image, the higher the consumer's purchasing decisions and vice versa. This means that the higher the car unit price, the lower the consumer purchasing decision and vice versa.

Source: Pedagogic Research - Applied Literacy Journal

DOI: 10.70574/2e7bch64

Authors: Dicky Esanata Soedarjanto, Is Fadhilah

Institution: STIE IBMT Surabaya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4403359101

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