PENGARUH BRAND EQUITY DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA YARIS (Studi Kasus Pada Konsumen PT. New Ratna Motor di Kota Semarang)

Abstract

PT. New Ratna Motor as Toyota car ATPM in Central Java and DIY areas also entered into the hatchback segment. Toyota launched the Yaris brand to explore the hatchback car market. Toyota Yaris managed to become one of the automotive car brands in the hatchback in Indonesia after the Honda Jazz. For 3 consecutive years from 2013-2015 Toyota Yaris sales experience fluctuating movement. Toyota Yaris sales in 2014 decreased to 17.57%. This research was conducted to determine the effect of brand equity (X1) and product quality (X2) on purchasing decision (Y) of Toyota Yaris car at PT. New Ratna Motor Semarang. This type of research is explanatory research, with 87 respondents who buy and use Toyota Yaris car. The sample selection in this study used non-probability sampling. Sampling technique using purposive sampling. Data were collected through interviews and questionnaires. Data analysis method used by validity test, reliability test, cross tabulation, correlation, coefficient of determination, simple regression, multiple regression, t test and F test by using SPSS application. The results showed that brand equity variables have a significant influence on Toyota Yaris car purchase decision of 47.8%. Product quality variables also have a significant influence on Toyota Yaris car purchase decision of 39.6%. Variables of brand equity and product quality have a mutual influence on purchasing decision of 54.1%. Based on the result of the research, it can be concluded that consumer perception about brand equity and product quality in strong and good category and purchasing decision are quite high. So companies are advised to strengthen brand equity by improving marketing strategy especially on improving the quality of Toyota Yaris car product.