Influence of Product, Price and Promotion on Purchase Decision of Toyota Agya Car with Brand Image as Intervening Variables in Padang City

DOI

10.2991/aebmr.k.210616.100How to use a DOI?

Keywords

Product, Price, Promotion, Purchase decision, Brand image, Purchase decision

Abstract

This study aims to determine the effect of products, prices and promotions on purchasing decisions for Toyota Agya cars with brand image as an intervening variable in the city of Padang. This study used a survey approach using a questionnaire to collect data from Toyota Agya car users in Padang City. The data analysis technique used the PLS-SEM approach. The findings show that product, price and promotion have a positive and significant effect on purchasing decisions. Products, prices and promotions have apositive and significant effect on brand image. Brand image has a positive and significant effect on brand image. Has a positive and Significant impact. Price on purchasing decisions through brand image has a positive and significant effect and promotion on purchasing decisions through brand image has a positive and significant effect.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ragiev Zubarjan
AU  - Idris
PY  - 2021
DA  - 2021/06/17
TI  - Influence of Product, Price and Promotion on Purchase Decision of Toyota Agya Car with Brand Image as Intervening Variables in Padang City
BT  - Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)
PB  - Atlantis Press
SP  - 652
EP  - 656
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210616.100
DO  - 10.2991/aebmr.k.210616.100
ID  - Zubarjan2021
ER  -