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)

Purwati, Astri Ayu and Kalvin, Kristanto and Suhermin, Suhermin (2023) 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). Procuratio : Jurnal Ilmiah Manajemen, 7 (3). pp. 286-296. ISSN p-ISSN: 2549-5690; e-ISSN: 2580-3743

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Abstract

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

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