ANALISIS PENGARUH KUALITAS PRODUK,PERSEPSI HARGA ,CITRA MEREK, DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN TOYOTA YARIS PADA KONSUMEN PT NASMOCO PEMUDA SEMARANG

Abstract

The aim of this study was to know wether the product quality , price perception , brand image and after sale services have a staticticallu significant impact on buying decision Toyota Yaris PT Nasmoco Semarang , And analizing the predominant factor in influencing the buying decison Toyota Yaris Semarang . This search sample amount of 100 respondents using as the sample Purposive Sampling Technique , that means look for samples that match the criteria researchers and suitable to be sampled The most powerful dependent variable was the after sale services (0,338) and were followed by product quality (0,219) ,brand image (0,195) and the last variable that price perception (0,182) . The hypothesis testing using t-test showed that the all independent variable (product quality , price perception , brand image and after sale services ) have the positive and statisticaly significant impact to the dependent variable , that was the buying decision of Toyota Yaris Pemuda Semarang . Based on the costumer point of the view it means that four independent were become the important factor on buying decision of Toyota Yaris Pemuda Semarng products figures adjusted R square of 0,515 indicates that 51,5 percents of the buying decision could be expalained by quality of product, price perception , brand image and after sale services variables , meanwhile 48,5 percents of the rest were the impact of the other variables which not examined in this study .