The influence of product quality, promotion, brand image, and brand trust towards purchase decisions of Mitsubishi Xpander car among the community in Lhokseumawe City

Abstract

This research examines the effect of product quality, promotion, brand image, and brand trust on the purchase decisions of Mitsubishi cars (a case study at Mitsubishi Xpander in the community of Lhokseumawe City). This quantitative study obtains the samples using non-probability sampling methods with 96 respondents. The analysis model employed in this study is multiple linear regression. The results indicate that product quality positively but insignificantly affects purchase decisions. This finding does not support hypothesis H1. Also, promotion and brand image positively and significantly affect purchase decisions, indicating that only promotion and brand image contribute to purchase decisions. Therefore, hypotheses H2 and H3 are accepted. Furthermore, the study has found different results for brand trust, which has a negative but significant effect on purchase decisions, meaning that an increase in brand trust will lead to a decrease in purchase decisions.