THE EFFECT OF BRAND IMAGE, PRODUCT DIFFERENTIATION, AND RELATIONSHIP MARKETING STRATEGY ON PURCHASING DECISION OF TOYOTA BRAND CARS IN PEKANBARU (CASE STUDY ON TOYOTA AGUNG HARAPAN RAYA)

Marketing is one of the main activities carried out by entrepreneurs in their efforts to maintain their survival, to
develop and to make a profit. This study aims to examine the effect of brand image, product differentiation, and
relationship marketing on purchasing decisions of Toyota brand cars in Pekanbaru City. The sample in this study
is customer PT. Agung Toyota Pekanbaru in 2017. The method of data collection in this study is a questionnaire
method that is distributed directly to the customer. The total respondents used in this analysis were 100
respondents. Analysis method is done by multiple regression analysis using SPSS Version 19. The results of
hypothesis testing using the t test, concluded H1, H2, H3 is accepted, indicating that the brand image variable,
product differentiation, and relationship marketing have an influence on purchasing decisions. The coefficient of
determination in this study was 58.3%. These three variables affect the dependent variable by 58.3%, while
41.7% is influenced by other variables not discussed in this study.
Keywords : Brand Image, Product Differentiation, Relationship Marketing, Purchasing Decisions