THE INFLUENCE OF QUALITY PRODUCT, PRICE, AND BRAND IMAGE ON DECISION TO PURCHASE TOYOTA AVANZA CAR

Abstract

This study aims to examine and anlyze the  influence of product quality, price and brand image on the purchase decision of Toyota Avanza. The background of this research is based on the decline in Toyota Avanza sales in recent years, especially  following the realease of its latest generation which introduced a change from rear while drive to front while drive. The research used a quantitative method with multiple linear regression analysis. Data were collected thorugh questionnaires distributed  online to users of Toyota Avanza vehicle from the 2022 – 2023 production years. The result show that all three independent variabels product quality, price, and brand image have a significant influance on purchase decisions. Among them, brand image is the most dominant factor affecting consumers buying decision, followed by price and product quality. These findings highlight the importance of maintaining a strong brand image, competitive pricing, continuous product improvement to retain consumer interest in purchasing the toyota avanza.