The Influence of Brand Image and Price on Toyota Avanza Car Purchasing Decision

Abstract

This study intends to investigate the impact of Brand Image and Price on Purchasing Decisions for Toyota Avanza Automobiles at PT Hadji Kalla Urip Sumoharjo Branch Makassar. 76 respondents were gathered using primary data collected from 311 consumers of Toyota Cars on Toyota Avanza Cars at PT Hadji Kalla Urip Sumoharjo Branch Makassar. The results of the questionnaire have been evaluated for their validity and reliability, as well as for the classical assumptions of normality and multicollinearity. The method for analyzing data employs multiple regression techniques. Brand Image and Price have a positive and significant influence on the decision to purchase a Toyota Avanza automobile at PT Hadji Kalla Urip Sumoharjo Branch Makassar, as demonstrated by the research findings.